The article discusses the emergence of Neo Businesses that thrive in the Disruption Economy, characterized by fast, agile, and tech-native operations. Unlike traditional businesses that rely on outdated methods like SMS and call centers, Neo Businesses provide frictionless, context-driven experiences through modern interfaces like WhatsApp and embedded flows. This shift in customer behavior necessitates a re-evaluation of traditional UX processes, which are increasingly obsolete as customer expectations evolve towards faster and more seamless interactions, leaving older methods inadequate for today's market.
Customers, having been hyper-exposed to digital choices, are no longer impressed by availability. They expect unique, fast, seamless value without onboarding delays.
The UX process, in its current form, was built for a slower, more predictable world. But that world is long gone. In the disruption economy, the old methods actively hold businesses back.
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