Columbia, SC – User experience consulting firm truematter will be a Gold Sponsor for Soda City Startup!, a three-day event focused on building entrepreneurial talent in Columbia.

Truematter founder and partner Dean Schuster will also speak at the event, discussing how to build a user-centered startup. He’ll explain how startups can avoid many of the mistakes established firms make by focusing on user experience from the early stages of their company. Dean’s presentation will be the evening of November 3, 2017 at the Darla Moore School of Business.

Dean is excited to talk to future leaders about how to keep user experience at the center of their products. “Startups are in a unique position to think about users at the genesis of a new product or service,” says Dean. “They can do it right from the beginning. We want to help future leaders create great user experiences.”

Dr. Juliana Iarossi of the Soda City Startup! organizing committee, says thinking about user experience early on can help startups get customer buy-in: “One thing we’ve learned from the past is that if you build it, they may not come unless you’ve created a compelling experience.  Startups are asking their customers/users to change their behavior, and this will only occur if the startup is providing a more effective solution and better experience.  So the foundation of the startup process should be to first understand the prospective customer/user with the intent of creating a product or service that leads to a ‘Wow.’  I don’t think we focus enough on the user experience early in the startup process.”

Soda City Startup! will be held at the Darla Moore School of Business at the University of South Carolina, and starts at 5:00 p.m. on November 3, 2017. Learn more and purchase tickets at

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