Evangelism is a term derived from the Greek word for ‘good news.’ In our modern world, product evangelism explains how a product or service can improve the lives of others. Evangelism marketing is considered the brainchild of Guy Kawasaki, a former chief evangelist for Apple Computers. The driving force behind the concept of evangelism marketing […]
How to build a great product experience: The development of technology at a staggering pace is leading the global market to develop as well. Today more goods and services are being offered every day, industries and markets are more saturated and highly competitive than ever before.
With the increasing number of customers moving online and digital transformation at its peak, the market strategy has changed. In today’s time, the key differentiation for businesses no longer lies in competing against other brands, but in delivering the best customer experience.
What is product experience management?
Companies are heavily investing in and shifting their efforts towards Product Experience Management (PXM) to achieve a great product experience. But what is product experience management?
Product experience management is the process of adapting your products and services to each digital platform and presenting them to customers in the most effective way to ensure a unique user experience.
Customers are expecting immediate access to services and products from anywhere and at any time. So businesses need to focus on the overall customer journey map that takes place within the product itself.
What all you need to understand to apply Product Experience Management?
To offer a superior experience to your customers, it is essential that you possess an in-depth knowledge of your product or service, have a complete understanding of the overall user experience and understand which product experience tools are necessary to be implemented.
Who is in control of the product experience design?
The core product functionality, user experience, and design are created and owned by the product engineering and design teams. But to create a unique customer-centric product user experience, you need clear and defined alignment across the product, sales, marketing, and customer success departments.
The product engineering and design department manage a product development strategy and vision. And they are in charge of creating strategies to drive feature adoption as well.
Sales and Marketing
The marketing department is responsible for creating campaigns and content creation to drive awareness of product value. And the sales department is responsible for conducting personalized demos and guiding users to use the product.
The customer success department helps with onboarding customers, training, and upselling to them. They are also responsible for implementing strategies to constantly re-engage with existing customers.
And what are the characteristics of a product that help achieve a great product experience?
How to build a great product experience?
To achieve a great product experience you need to keep in mind the following points while developing your product:
The Product Fit
Your product or service must be fit for purpose, where its key features should achieve a certain product goal. And it should address a single and very specific user persona, without overwhelming them with a bunch of unnecessary features.
And to attain that, you must know your customer. Because if you don’t, then you won’t be successful in offering a great product experience.
The ability to learn and predict how to intuitively use the product or service is one of the main characteristics of a solid product user experience.
SaaS solutions, for example, are based on technologies that create familiarity among users, which allows users to easily learn how to use the product or service with a little trial and error.
Your product must be visually appealing. If it is a platform or website for example the colour, font, heading sizes, button style, image styles, image sizes, light intensity, and backgrounds are among the pieces to keep consistent.
Control and Safety
Users want more control to override automation and make their own decisions. This concept leads to user motivation and engagement. In the same context, users want the system to provide them with a sense of security when it comes to processes.
For example, a product should provide users with a safe environment where actions can be undone, to prevent mistakes from happening and cues that emphasize important actions.
Integrations and Customization
A unique and personalized user experience is the key element of modern UX design. Companies want products to adapt to their business needs, not for the business to adapt to the product’s functionality.
This includes the ability to integrate with other platforms, portability, and accessibility from anywhere and at any time. NeoDove is one such platform that provides customization options for every business be it in the automobile sector, healthcare sector, education sector or any other.
Users are attracted to products designed with a purpose. A simple interface with a limited number of actions that lead to value makes users believe that the product revolves around their centricity. So this purpose-driven interface is a vital component of a great product user experience.
In the age of freemium business models and free trials, customers are trying products by themselves to make a quicker and more reliable buying decision. And get product feedback during this phase gives users a clue on how the product functions or shows them the effect specific features/options within the product.
How can your business deliver an exceptional product experience?
Your product is what will make or break your business. If your product doesn’t deliver as expected, the chances of survival only get dimmer.
From taking smaller actions to implementing comprehensive product experience tools, here’s what you can do to deliver an exceptional product experience:
Rely on analytics and make data-driven product decisions
The product team can leverage analytics to make informed and compelling road map decisions. By using the right data, you’ll be able to confidently deliver a better product experience that’s backed up with clear insights.
You will understand which customer behaviour leads to using a particular feature in your product, which features experiences result in abandonment and cancellation and a lot more.
Allow users to feel the impact of product investments
You can accelerate the onboarding and adoption process by using an in-product guide that allows users to have the optimal experience. NeoDove, for example, gives a live demonstration of the app to all its users to provide assistance in order to make it easier to function effectively.
Reaching out to customers with the right type of engagement can increase adoption and reduce the churn rate. New users need an engaging onboarding process with a basic education on how the product works, which gets them to complete initial tasks that lead to meaningful usage.
Also, when there is new functionality or feature added to your product, you must share these updates with your users and let them know about the benefits and how to make the most out of them.
For example, if you are selling a telecalling solution, you will explain to the customer how this product will facilitate their agent’s day-to-day operations, increase their productivity and efficiency. But it will be more beneficial for the customer if you inform them that equipping their agents with the right script increases their overall performance as well.
You must collect feedback on an ongoing basis, to understand what customers think and want from your product. But it is important to act on their feedback as it is a critical ingredient to your product experience management process.
Designing a successful product experience requires that each phase of the user experience journey be visualized, analysed, optimized, and strategically implemented. And with an eye on the consistency of the product, every process needs to be mapped separately to lead users to their desired outcome.