The Importance of User Experience Design for Startups

Startups face many challenges in their early days before becoming profitable. One of those challenges is creating a solid product that the market will react positively to.

Startups already know that having the right features is important for any product. However the fact is products are made of features and user experience (UX). Both are equally important ingredients in creating a solid product.

In Canada startups like 500px used clean layout to give spotlight to user submitted photographs; Just Eat created a website and app that’s so simple that people can buy food in seconds; and Shopify prioritized intuitive user experience to become one of the world leaders in the e-commerce software market.

In fact, Shopify even acquired Jet Cooper, a Toronto-based user experience design agency, for the purposes of improving the user experience for their products. Furthermore, even new startups such as Indochino are finding relatively fast success after creating a beautiful, user experience focused website.


User experience is a study of how people feel when interacting with a product. It measures the user’s perceptions of the product’s ease of use, utility, value;, and the speed at which the user understands the product’s purpose. The term “product” usually refers to a website, web application, software or mobile apps.

User experience design is the act of designing a product based on these values. Common challenges that user experience designers face include making products easier to use; explaining the product’s purpose (message) clearly and fast; and improving the user’s perception of value for a product.


Consumers may buy or use a product based on its features but it’s the experience that will keep them from coming back. If the experience is poor, they will seek alternatives. There are many examples of this among startups and tech giants (such as Apple OS X vs. Microsoft Windows).

Good user experience design can also give startups a chance to compete with mature products. After all, it’s easy to match or even outperform another product by features but good design and user experience cannot be duplicated easily.

Design and UX will also create an atmosphere of confidence, trust and establishment. This is exactly what startups need to gain more media coverage, funding and trust from consumers.


It’s difficult to find a great UI and UX designer. Talented designers are rare and startups usually don’t have the resources to hire them. If resources are a concern, startup entrepreneurs must work closely with their designers and developers. They must describe their vision in great detail and teach them to become a better UX designer.

A good, pleasant user experience is often unnoticed but when the experience is bad, people always react with frustration and abandonment. Consumers today are increasingly impatient and critical of technology; and to satisfy their demands, startups must meet the high user experience standards set by other companies.

By doing so, startups will be able to gain loyal customers and the media coverage they need to become successful.