Introduction

Many companies have found themselves in the situation of bringing a great product, service, or feature to the market, only to discover that the consumers simply didn’t get it. Other companies have brought to the market products that became successful without the companies having any clue why.

Some may conclude that innovation is hence about pure luck. Nothing could be more wrong. Others may argue that perceived innovation can only come from companies that consumers already perceive as being highly innovative. My simple counter-question is, How did these companies build up a brand as being innovative in the first place?

Very often, the success of products, services, webpages, and even companies and brands comes back to one single thing: successful user experience innovation.