Invision is becoming one of the most recognizable companies when it comes to design. But how are they evolving so quickly and surpassing competition?

I discovered Invision when I was in my last year of University. I needed a tool that would allow me to test a medium-fi prototype and preferably, a free one. Invision was the ideal choice, and to this day it remains the first tool that comes to my mind.

But since that period, Invision became much more than a mere online tool to prototype; it became a company that understands and supports designers and design practitioners.

It evolved from being only an app to currently having tools like DesignBetter.co, Muzli, and the most recent, Invision Studio.

As if it wasn’t enough, they also have the documental movie Design Disruptors, and a Design Forward Found to finance design projects.

Invision vs. Adobe

Saying that Invision is crushing it would be an understatement, but is it ready to compete with giants like Adobe?

Maybe it’s a bit of a stretch, but I would say yes. Although Adobe has been around for 36 years and Invision only 7 (so it’s a baby in comparison), it’s progressing at a rapid pace and coming up with fantastic resources.

And yes, you can say that they aren’t direct competitors since there’s only competition between two tools – Studio and Adobe User Experience – but they do have that segment in common.

Ultimately, I would say that Adobe resembles more to a mid 30-40 years old professional that spends his days talking about his business while Invision would be the mid-20s-year-old kid that spends his day talking about how much he loves his work but most importantly, the industry. The first one is all about profit, while the second one is all about belonging to something bigger.

Invision vs. Sketch

When it comes to this battle, Invision and Sketch go neck to neck.

They were both launched seven years ago, they both have a strong community of users, and followers and both of them are capable of communicating effectively with them. So yeah, a tougher choice between these two.

Still, I would say that one is the kid that worries to make things better (Invision), the other is the one that wants to make himself better. And to me, trying to improve things in a broader scope is always preferable comparing to living in a bubble of their own.

Community and sense of belonging

One aspect that I believe is differentiating Invision is their communication tone. Rather than making it strictly formal and business-like like Adobe, or only talk about their products like Sketch, they use a more friendly, informal and mixed approach.

We can see the newsletter copy as an example of that (especially the little CTAs on the buttons, I love those).

They manage to create a healthy middle ground between talking about their products and talking about other companies and design strategies (check The Genome Project).

And that, my friends, is why they are crushing it.

By knowing that people are tired of being shoved with promotional bulshit every day, and by founding others ways to aggregate value to their products, they developed a heck of a good strategy. At least, they have me convinced. 😅

PS: I have zero affiliations with Invision App, and they did not sponsor in any shape or form this post.


Also published on Medium.