Invisible asymptotes — Remains of the Day

Invisible asymptotes — Remains of the Day

In the world of business and product development, there are certain barriers and limitations that can hinder growth and progress. These barriers are often referred to as invisible asymptotes, points at which a company's growth curve flattens and encounters obstacles. Just as important as identifying these invisible asymptotes is understanding how to overcome them and continue on a path of growth.

One company that has successfully navigated invisible asymptotes is Amazon. Early on in their journey, they identified a critical factor that was holding back growth in the e-commerce industry: shipping fees. People despise paying for shipping to such an extent that it becomes irrational. Recognizing this, Amazon embarked on a multi-year effort to solve this problem, ultimately leading to the creation of Amazon Prime and Super Saver Shipping. These initiatives not only addressed the issue of shipping fees but also established a scale moat for Amazon, making it difficult for other retailers to replicate their success.

Another example of invisible asymptotes can be found in Twitter. Many social networks believe that if more users have the same experience as power users or early adopters, they will become active users. However, this theory does not hold true for Twitter. The core experience of Twitter has reached its peak, and further growth cannot be achieved by simply tweaking the product. The key to unlocking growth lies in customer segmentation and creating different products for different users. Mistaking one type of business for the other can be a fatal mistake, as it blinds companies to the nature of their product-market fit.

Snapchat is another company that has encountered a shoulder in its growth curve. While Twitter's growth limitation is related to its product-market fit, Snapchat's invisible asymptote is more of a generational divide. As more people join the platform, there is a sense that the sharpness and uniqueness of the user experience have been diluted. To rekindle growth, Snapchat needs to find ways to differentiate on user experience and cater to the preferences of the younger generation.

Facebook, on the other hand, faces different challenges. Its News Feed, while a monolithic surface for social networking, is subject to the diseconomies of scale associated with social media. To continue scaling, Facebook may need to break up its service into more distinct units, allowing users to shift gears mentally and anticipate the structure. Instagram, which has successfully broadened its formats early on, provides a lesson in how visual content can absorb the signaling function of social media in an elegant and unified way.

Identifying invisible asymptotes is crucial for the success of any company. One way to do so is by asking customers what they don't want or like about a product or service. They may not be able to articulate what they want, but they can often pinpoint what is missing or what they dislike. Companies should also train themselves to spot the limits of their product and ask why every person in the world doesn't use their product or service. This exercise helps define the borders of the target market and identify potential growth opportunities.

In the realm of UX design, another aspect of empathy often overlooked is accessibility. Designing for all users, regardless of disabilities, is essential for creating inclusive and user-friendly experiences. Understanding the tools that people with disabilities use, such as screen readers, screen magnifiers, switch controls, and closed captioning, is the first step towards designing accessible products.

There are common myths surrounding accessibility, such as the belief that it is only for people with disabilities or that it only benefits those individuals. In reality, accessible design benefits everyone, as it improves the user experience for all users. The Web Content Accessibility Guidelines (WCAG) provide a standard for accessibility features and can be broken down into four POUR principles: Perceivable, Operable, Understandable, and Robust. By following these principles, designers can ensure that their web content is accessible to all users.

In conclusion, identifying and overcoming invisible asymptotes is crucial for the growth and success of any company. Companies like Amazon, Twitter, and Snapchat have encountered these barriers and have developed strategies to overcome them. Additionally, incorporating accessibility in UX design is essential for creating inclusive and user-friendly experiences for all users. By understanding the tools and needs of people with disabilities, designers can create products that are accessible to everyone.

Actionable advice:

1. Continuously assess and challenge the limits of your product or service. Ask yourself why every person in the world doesn't use it and identify potential growth opportunities.
2. Incorporate accessibility features in your design process. Familiarize yourself with the tools and needs of people with disabilities to create inclusive experiences.
3. Break up monolithic surfaces and consider different formats or units to cater to different user preferences. Anticipate the need for structured interactions and content units as the scale of your service increases.