It’s like we’re living in a particle accelerator. Except it’s not accelerating particles, but startups. Not in the sense of incubation acceleration programs, but in the sense of a particle accelerator. Whatever.
We’re nearing the end of 2014, and it’s like dot-com bubble times, albeit with more quality. Every day a handful of new startups with years of experience and development behind them pop up. Or so we think.
Around 2010-2011, people took great care when launching. Lean movement was just taking shape. Great demos with full pricing schemes, screenshots, tutorials, knowledge bases; everything would be ready before launching.
Fast-forward a few years, we skipped all of those in favor of introduction videos. Now a startup launch page would feature a big video and some auxiliary information under it. Still it gave you an idea.
Fast-forward to today and all we have is a big sign up button. You can’t even fully understand what the product is doing or whether it’s actually good for your needs. WTF?
Here’s one of the nicest products around, hackpad, now acquired by Dropbox. The website looks very cool; very nifty blur effect for the background. However, you have very little idea how it works. The only action you can take is to sign up or login via Facebook or Google.
Seriously? Is that it? Do I have to give you my email or my email plus my Facebook profile just to evaluate your product? Or do I have to go search on Google about your product’s reviews?
This is the current trend and it’s not specific to hackpad. Here’s another one, Robin. It’s a bluetooth-connected room and meetings manager, as far as we can tell from the mockups. Yes, the site doesn’t even give you real screenshots; they are mockups!
And you say, “OK, I shall try it,” and you click on “Get Started” and what do you get? A form to fill out which sends an e-mail to the team so they get in touch with you.
I don’t know where this is headed. I can understand the wild environment and the race to the market; but please, slow down. You’re just killing the user experience, which is one of the most important pillars of today’s work.
Please spend some more time refining your product and give more care to your launch page; at least have the courtesy of showing what your product is about. At least with a video.Comments