Whenever you hear people complain about apps that are too complicated or are overloaded with features diverting from the core experience, then take notice.
That's an opportunity to create a product that solves things in a whole new way. Don't get me wrong: I know that innovation means leaving best practices behind and trying something new.
E-Mail, maps, phone calls and messaging – none of that was new.
Of course, services like the App Store or i Tunes Radio followed later.
Apple even proudly announced that Mobile Safari could display as a PC.
In addition the i Phone did not introduce any new services.
In our industry there are a so many attempts to design and launch a digital product like an app or a website. And even worse, the majority of fails go unnoticed.
For me, Netflix is an example of an innovative service.And you need to take risks to be successful, to create something that truly adds value.But making risky decisions repeatedly multiplies your risk; you loose control over the unknown variables and unforeseen dependencies.Netflix usually does not have the latest blockbuster movies, but they were the first company that delivered a media flat-rate for all your devices.They make it easy to find content you like, with smart features like recommendations and queues.When you really think about it, all the original i Phone delivered was a new user experience.