Innovating Around Core Tasks

Abstract

Many companies tend to spread their innovation across everything. You may stumble over web pages where seldom-used functions have been shined up radically, but where the basic navigation still lacks a lot. You may find devices (e.g., mobile phones) where small and irrelevant functions have been updated visually and user interactions have been improved, but where core functions (e.g., adding a contact to the contact list) still remain troublesome and old-fashioned. You may find web pages where the graphical experience has been improved radically, but where performing a task has not changed a bit.