"The team had always been dedicated to listening to users. But as they added new features, their conversations with users had changed - they became more narrowl

"The team had always been dedicated to listening to users. But as they added new features, their conversations with users had changed - they became more narrowly focused on new features and whether each individual change was usable and useful. Somewhere along the way, they'd stopped observing the entire user experience, from end to end." An excellent demonstration of the overarching importance of overall user experience. I can easily see how a startup would begin to ignore such a measurement; after all, they are only changing iteratively. Eventually, however, so many iterative changes would have been made that the experience would be vastly different than it was initially. A step back, at least once in a while, seems to be well worth the trouble.