Yesterday’s news about InVision closing down at the end of 2024 is another text book example in mismanagement and whilst finding product market fit is hard, staying fit is even harder.
At the time InVision had the world at it's feet, a great product filling a huge gap, exponential growth and little competition…I for one, freakin’ loved InVision - we all did it. But man, how that was short lived.
It was obvious that their core product was going to become redundant as soon as Sketch and Figma started adding basic prototyping features, but they never did anything to improve it. Studio was meant to be the solution. But how badly handled was that whole episode? Surreal almost. So much promise, hype and excitement and then…well…nothing. When the beta finally dropped it was clear it was not really fit for purpose.
Instead they spent what must have been millions on content marketing and event sponsorships leading to a series of underdeveloped, hastily released apps that failed to resonate with users, and were quickly abandoned…because they were underdeveloped and hastily released.
Unsurprisingly, it turns out that talking AT your community rather than WITH them - (something Figma were/are great at) is wasted effort; ignoring continuous discovery just leaves you constantly playing catchup. Like Einstein once said “the moment you stop learning you start dying”. Harsh, but in business it is true.
What baffles me is that InVision was supposed to be a design led company - for designers - but ultimately it failed to follow basic design principles. understand, iterate, learn, improve. Overlooking what should have been at the heart of their operation, and seen them thrive.
It’s always sad to see a company shutter up but it underscores the importance of staying attuned to market changes, engaging genuinely with your user base, and remaining committed to continuous discovery and improvement.
It’s not just about launching a groundbreaking product; it's about evolving and adapting that product to stay relevant and useful. InVision's downfall serves as a cautionary tale for any business striving to not only reach but sustain market success.
#continuousdiscovery #ProductDesign, #UserExperience #TechNews #DesignThinking #Innovation #StartupLessons #DigitalDesign #TechTrends #ProductManagement
