When business people look for threats, solutions, in our market or business, we often look for alternatives.
A Samsung or Sony mobile PDA. (And not an iPhone)
Hotel A or B. (And not a bed & breakfast)
Store A or B. (And not the internet)
Route A or B. (And not another way of traveling)
But we rarely look at the substitute.
People tend to search for a solution that fits their needs and a bit more if it’s convenient and the price is right.
They don’t care if it’s a hotel like they’re used to, or a bed & breakfast.
User Experience is often the last we’re trying to optimize. Early embedding this has the potential to change industries. Instead of looking for a new specification or a unique service selling point.