Chris Dixon, co-founder and CEO of recently acquired Hunch, reminds us about the potential of improvised user behavior to create new products and services.
For a long time, there were niche communities of “lo-fi” camera enthusiasts: people who shared photos taken on old cameras that had interesting ways of filtering shots. The iPhone app Hipstamatic popularized lo-fi filters, selling over 1M copies. Because Hipstamatic lacked sharing features, many users took pictures with Hipstamatic and then shared them using other apps. Then came Instagram, which combined lo-fi filters and easy sharing. Instagram has been downloaded 15M times and has apparently crossed over to mainstream users.
Instagram built a product devoted to a job that users were previously performing improvisationally using multiple products. This is a common pattern for popular software and services. Before Twitter, people shared interesting links through email or “link round-up” blog posts. Tumblr’s short-form blogging/re-blogging was inspired by an “unintended” use of long-form blogging platforms like WordPress. Before Foursquare, power socializers sent out mass text messages with their locations (in fact, Foursquare’s predecessor Dodgeball did exactly that).
This idea has been discussed in-depth by Eric van Hippel who developed the so-called lead user method (PDF) to identify opportunities for new products and services.