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Many of those are written by professional designers. It’s updated regularly and has a staggering amount of contributors – 532 different authors ( April 2019).

Every decent marketing team strives to cover as many growth channels as possible, but InVision’s team really has a knack for it. Ubiquityīy ubiquity here I mean “being everywhere”. Put simply, InVision’s inclusiveness lies in defining the design process as broad as possible and then involving the maximum amount of people to take part in it, designers and non-designers alike. Atlassian, Trello, Confluence – embedding InVision into those project-organizing platforms allows it to spread its influence among non-design users even further by simply giving all people involved instant access to prototypes and design projects directly inside their preferred project-management services. Design in this documentary is not a defined process that trained visual professionals follow – it’s a medium to unite all the professions and industries under one common idea – design is in everything. Those would be business executives, developers, entrepreneurs, marketers, presenters, and so on. It tells us the story of how design transforms companies and whole industries, but designers are not the target audience of the show. Take their documentary, Design Disruptors. Their marketing efforts spread the narrative that design is for everyone and is a part of everything. InVision’s idea of inclusiveness goes far beyond making the interface easier to share and collaborate on. So it naturally attracted the casual audience of non-designers by itself. Prototyping made easy for everyone, perhaps, was one of the early company’s unofficial slogans. Its interface is much more casual than that of Axure RP or JustinMind.

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Designers don’t work in a vacuum, and InVision understands that.ĭesigners share their mockups with their non-designer colleagues and clients to get feedback or approval to keep going.Īnd in InVision’s web app it’s amazingly easy to share your projects with other people.Īdd to that the fact that even a free plan allows an unlimited amount of collaborators on the project – and you’ll get the idea why there are so many non-designers working on InVision’s projects:Īnother factor is that the InVision App is, well, simple. There are two components at play: a service component, and a marketing component. So why did InVision become so popular in such a short period of time? An enormously complicated job was done, and it’s hard to define one particular effort that brought the company its success, but I figured out three main directions, or, rather, marketing narratives:ĭid you know that, despite InVision being a design-oriented service, 70% of InVision’s users are not designers? And that’s not a coincidence or a side effect of being popular. It’s safe to say the growth attracted these big checks. What can you not do with so many resources?Īnd yet, if you look back at the previous picture, the rapid growth started years before the big checks came in.

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InVision went through multiple series of funding, with the last one amounting to $115 million. Of course, everything can be explained with money. Now, there’s an InVision with its 15 million monthly traffic, and all the rest.

They all shared the market pretty much equally with Axure holding the top spot. Up until 2011, the prototyping tools landscape was pretty balanced – there was an Axure with its Axure RP (founded in 2002), Justinmind (2007), and Balsamiq (2008).

So, technically, there was a world of the design before InVision and there is one after. I may not always be right, but I tried to be as objective as possible talking about the tools and approaches they used. In this article, I tried to present my view on the reasons behind the success of three large design companies that exploded in the last five years. Of course, it’s easy to dive into all sorts of generalizations like “good product” and “effective marketing”, but those could be made by anyone. It’s even harder to explain someone else’s success not knowing the “kitchen” behind it. What’s hard is to pinpoint exactly is what made someone successful. Anything you say makes sense – the end is always pleasant, after all. No wonder there are so many success stories and motivational memoirs out there.

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