Now and then, we come across a product or service that comes into an already-crowded marketplace and yet manages to establish itself as the new standard in its market. Some examples of these innovators are Google (which managed to penetrate through the crowded search engine space with its search technology that beat the rest of the competition) and MySpace (which picked up the lessons learnt from earlier social network sites and corrected the mistakes/effectively addressed the pain-points).
There are two key methods that smart companies use to create winning products in mature markets. First, they understand their target market and where the current products fall short. This is done by bringing in personas in your design decisions.
