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What you need to know about product experience

Last updated

3 July 2023

Author

Dovetail Editorial Team

Reviewed by

Jean Kaluza

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Product experience (PX) plays a significant role in building customer loyalty and ultimately determining the success of a business.

A positive product experience can make a lasting impression on customers, leading to repeat purchases and referrals. On the other hand, a negative product experience can drive customers away and damage a company's reputation.

Businesses need to understand the key elements of product experience and how to optimize it to enhance customer satisfaction.

What is product experience?

When a customer interacts with a product, it's not just about the product itself, but the overall experience it offers. That's where product experience comes into play. PX refers to the customer's journey with a product, from beginning to end. While similar to user experience (UX), PX goes beyond the interface and encompasses the customer's entire experience with the product.

Simply put, product experience refers to the overall impression a customer has of a product or service. It encompasses a wide range of factors including:

  • Usability

  • Design

  • Customer service

Product experience isn't just about the tangible features of a product; it's also about the intangible emotions and perceptions customers associate with it.

In today's competitive marketplace, companies are increasingly realizing the importance of product experience management. A positive product experience can increase customer loyalty and satisfaction, and create a lasting impression that encourages repeat business.

When done correctly, product experience management can differentiate a company from its competitors, creating a unique selling point that attracts customers and cultivates brand loyalty. By investing in product experience, companies can effectively build long-term relationships with their customers and strengthen their brand image.

Why is product experience important?

Product experience (PX) is more than just a simple transactional interaction between a customer and your product. It's a holistic approach to engaging and connecting with your customers. The importance of product experience can't be overstated. It can influence the customer's decision to either become a loyal customer or switch to a competitor.

Today's customers have plenty of options at their fingertips. They have access to online reviews, competitor products, and social media comments. Therefore, the quality of product experience plays a significant role in ensuring customer satisfaction, retention, and advocacy.

Creating an outstanding product experience isn't a one-time affair. It's a continuous process of delivering an exceptional experience to customers. Research shows customers are willing to pay more for a better product experience, making it an important aspect of customer retention and profitability.

The significance of product experience doesn't end with satisfied customers. It goes beyond to increase customer loyalty, brand awareness, and customer lifetime value. Satisfied customers are likely to recommend your product or service to others, thereby contributing to increased brand awareness. They're also more likely to become repeat customers, increasing customer lifetime value.

Product experience lifecycle stages

Creating a successful product experience involves understanding the lifecycle stages of your customer's journey with your product.

By focusing on providing a great user experience and considering customer feedback, you can create a product that your customers will love and will keep coming back to use time and again.

These five stages outline the journey a customer takes from onboarding to product evangelism.

1. User onboarding

User onboarding is the first stage of the product experience lifecycle, and it's crucial to get it right. The goal is to help your users get started quickly and efficiently, giving them a taste of what they can expect from your product.

By providing easy-to-follow instructions and tutorials, users can get up and running with your product in no time.

2. Product adoption

The next stage is product adoption. During this stage, you'll want to make sure your users understand how your product works and how it can benefit them. Providing additional resources such as in-app messages, personalized emails, and pop-up notifications will help to increase engagement and encourage adoption.

3. User retention

User retention is the third stage, and it's all about keeping your users engaged and coming back for more. Providing a great user experience is key during this stage.

Regular updates, bug fixes, and new features will help to keep your product fresh and exciting for your users.

4. Turning return users into product evangelists

The fourth stage is all about turning your return users into product evangelists. These are the users who are loyal to your brand and will tell their friends and family about your product. 

Encouraging user reviews, sharing on social media, and engaging in word-of-mouth marketing are all great ways to turn your return users into evangelists.

5. Customer feedback

The final stage is customer feedback. This is where you gather feedback from your customers, analyze it, and make product improvements based on their feedback. Gathering customer feedback can help you identify pain points regarding your product and make necessary changes to improve the overall product experience.

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Who is involved in the product experience?

Every aspect of a product's design, production, marketing, and delivery impacts the overall product experience. Everyone, including the designers and engineers who create the product, and the customer support representatives who interact with customers after purchase, plays a role in the product experience.

Customers themselves are active participants in the product experience, providing feedback and influencing the future of the product. Understanding the various players involved in the product experience can help businesses create a seamless and satisfying customer experience.

Elements of managing the product experience

Once you understand what product experience is and how important it is for your business, it's time to start managing it. The way you manage product experience can impact your customers' perception of your brand and their loyalty.

By effectively managing the elements of product experience, you can create a positive and memorable product experience that sets you apart from your competitors and creates loyal customers.

Here are the four key elements of managing product experience:

1. Analytics

Data analysis is critical for managing product experience. You need to gather and analyze data to understand your customers' behavior and preferences. This will help you to:

  • Identify areas for improvement

  • Track your progress

  • Measure the success of your initiatives

2. Engagement

Product engagement is all about keeping your customers interested and engaged with your product. You need to keep them hooked and offer them a delightful experience that makes them want to come back for more. Engage with your customers by offering them:

  • Personalized experiences

  • Exclusive content

  • Timely support

3. Feedback

Feedback is a valuable source of information that can help you identify what your customers want and need. It's essential to create channels that allow your customers to provide feedback and that you listen to what they say.

Act on feedback quickly to show you value your customers' input.

4. Feature and roadmap prioritization

You need a clear understanding of what features and enhancements your customers need and want. Prioritize your roadmap accordingly to ensure you're delivering what's important to your customers.

Gather feedback and insights on what your customers need most by conducting:

How to create exceptional product experiences

Creating exceptional product experiences is essential for business success. With so much competition in the market, customers are looking for something that sets a product apart. Companies must focus on creating experiences that are memorable, unique, and, most importantly, enjoyable.

Read on for our tips on how to create exceptional product experiences.

Conduct customer research

Research is essential for understanding what customers are looking for in a product. Conducting surveys, focus groups, or gathering feedback from customer support teams can provide insight into customer expectations and preferences.

Design a user-friendly interface

The design of a product's interface plays a crucial role in creating an exceptional product experience. A clean, straightforward interface can provide a seamless experience for customers.

Use simple, effective product design

Products should be designed with the end-user in mind. Ensure the product design is functional and simple. This helps customers understand how to use the product, making it more intuitive and easier to use.

Incorporate personalization

Personalization allows customers to feel a connection with the product. Use customer data to create personalized experiences, such as recommended products or tailored product experiences.

If individual unique customer experiences aren’t possible, try breaking your user base into segments and understand what each needs and how they relate to one another. In this way, you can go from solving one user’s problem to cultivating an ecosystem of complementary users that build off each other’s success.

Developing data-backed personas are a great way to generate knowledge about your user base.

Optimize product delivery

The delivery of the product should also be seamless, easy, and convenient for customers. Offer multiple delivery options, including shipping, pick-up, or delivery, and ensure the delivery is timely and efficient.

Creating exceptional product experiences requires effort and a commitment to meeting the needs and preferences of customers. By using these tips, companies can create unique, enjoyable, and memorable product experiences that will lead to customer satisfaction and loyalty.

When it comes to digital products, the delivery or launch stage can be an important piece of a product’s experience. Consider releasing to a small beta audience first to limit the number of eyeballs that see your product’s initial stages. Use this phase to gather feedback and make tweaks.

Release your product again to a larger beta audience and repeat the process until the products are fully released. A/B testing is also a useful method during the release process to test different ideas and optimize outcomes.

Real-life product experience examples

When it comes to creating exceptional product experiences, learning from real-life examples can be incredibly helpful.

By taking inspiration from the real-life examples below and focusing on creating a delightful, seamless product experience, you can build strong relationships with your customers and set up your business for long-term success.

Here are a few examples of companies that have done a great job with their product experiences:

Warby Parker

Online glasses retailer Warby Parker prioritizes a seamless product experience. They offer a virtual try-on feature that allows customers to see how different frames look on their faces, and they make it easy to return glasses if they don't work out.

Airbnb

One of the things that set Airbnb apart from other travel sites is its focus on creating a personalized, unique experience for each guest. From the messaging system, which allows hosts and guests to communicate before the stay, to the personalized recommendations for local activities, every aspect of the Airbnb experience is designed to make guests feel like they're having a special, memorable experience.

Peloton

Peloton's home-workout equipment has become incredibly popular in recent years, in part because of the strong sense of community and motivation the company has created around its product. They offer live and on-demand workout classes and allow people to connect with other Peloton users to compete and encourage each other.

In summary

Creating a positive, memorable product experience can lead to increased customer loyalty and satisfaction. To achieve this, it is important to understand the various elements of product experience, the people involved in it, and the stages of the product experience lifecycle.

To effectively manage product experience, businesses should focus on key elements such as design, functionality, usability, customer service, and emotional connection. By paying attention to these elements, businesses can create exceptional product experiences that not only meet but exceed customer expectations.

Ensure you’re delivering the best possible product experience. Dovetail’s product feedback tools provide powerful insights into customer feedback and help streamline product development.

With the right approach, businesses can create exceptional product experiences that not only drive customer satisfaction and loyalty but also boost revenue and long-term success.

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