Doing one thing well beats doing a bunch of things badly. Just ask Kevin Systrom, who created Burbn – an app you’ve probably never heard of. That’s because it’s known today to its 500 million users as Instagram.
Originally designed as a mobile web app for check-ins and a host of other popular features of the time, Burbn was gaining decent, if unspectacular, traction. When Systrom and early user Mike Krieger started building out a mobile native app for Burbn, they realized they’d need to focus on just one feature to succeed.
But rather than just picking their favorite, they used analytics to see exactly how their users were interacting with the app and realized photo-sharing was hugely popular among their user-base.
After looking at existing solutions, they saw a gap in the market for mobile native apps that combined simple photo filters and easy sharing.
So they built their app, called it Instagram and experienced almost overnight success, gathering users at an incredible rate, before being bought by Facebook for $1 billion.
We hope you can see from this list that insight doesn’t just magically strike you out of the blue – the best business leaders go looking for it. But they also don’t look to launch a rocket every time. Sometimes playing small is all you need.
It’s why ethnography and analytics are such vital parts of our approach to human-centric design and innovation. And it’s why they should be a big part of your programs too.
To find out more about our approach to innovation, visit Xerox Innovation.