Focusing on user experience and business models in startups: investigation of two-dimensional value creation

While good user experience (UX) can be seen to provide competitive advantage for the company and added value to users, resources for achieving UX may often be lacking in software startups. Furthermore, in different phases of business and product development process, concentrating on the focal things can be challenging. In this study, we investigated the factors affecting UX work in startups as well as UX goals startups set for their products. Furthermore, we reviewed the goals in terms of the Minimum Viable UX framework as well as value creation aspects. We present qualitative results of a survey study with 20 software startups as well as findings of a literature review. Our study suggests that while startups aim to provide products with good usability, the lack of a more comprehensive approach to UX can hinder their value creation; affecting both user satisfaction and business success. As a result, this may affect the successful implementation of startup's business model.