Google Inbox, the new email app for iOS, Android and Chrome web browser has its customers feeling bitter. The newly designed app is different from every email app out in the market, introducing new functions like pin, snooze, and mark, but too different for many consumers.
I presume that many users have already gotten used to how normal e-mails works, and learning to use a whole new app for doing the exact same function as before is just a total waste of time. The complexity of the innovation lacks the handy and time-saving features traditional e-mail has. This product is too sophisticated and too complicated for most customers in their market and creates more work for them instead of saving their time. Google Inbox’s difference is the problem of the product that gets in the way of it being truly useful.
This intricacy is what will eventually allow for “disruptive innovations”, noted by Clayton Christensen. Alternative to striving to create the most sophisticated and eye-catching innovation, I believe the companies that focus on designing simpler, more traditional, and user-friendly products, or “sustaining innovations”, will attract customers and move upward in the market.
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