What Is Meant by Product Experience?
by Averi Easley | Last Updated: Jul 27, 2023
by Averi Easley | Last Updated: Jul 27, 2023
Product experiences come in all shapes and sizes. As a consumer, you have likely interacted with numerous product experiences and not even realized it.
From a company's perspective, it is important to ensure that your customers have a positive experience with your products, product experiences, and customer experiences. So what do all of these terms mean? Let’s start with product experience.
According to Pendo, “Product experience (PX) is the customer’s journey within a product. PX is similar to user experience, however, product experience refers to the customer’s overall experience with the product, from beginning to end.”
Simply put, the product experience meaning refers to any interaction a customer has with your product or products. This normally includes both the physical product, as well as, any digital experiences related to the product that provide product information.
The overall product experience will include a customer’s entire journey with the product. This can range from the customer’s initial awareness about the product, all the way through the long-term usage of the product.
As we discussed above, a product experience refers to any interaction a customer has with your product. This means that there are numerous types of product experiences out there and likely many ways to create them. Here are some common product experience examples:
Product Packaging - Provide a QR code on your product's packaging. Customers can scan the QR code to learn more about the product, how to use it, or install it, once they have purchased the product.
In-aisle Messaging - Provide a QR code in-aisle that encourages customers to scan to find valuable information or take a quiz to find the product that best meets their needs.
User Guide - Create a product experience that provides your customers with a user manual and additional product information.
Website Content - Add key information about your various products on your company's website.
Product Functionality - Highlight key features and functionality for your product, all within a product experience.
A product experience strategy defines all of the various interaction points that a customer has with a specific product. Essentially, it is the overarching strategy for all product experiences across the entire customer journey.
As we discussed earlier, a product experience can vary, depending on the specific use case that a company decides to focus on. A company may choose to focus solely on the in-aisle messaging for their product and add QR codes to participating stores to encourage customers to scan the code to learn more about the product. While another company may choose to create product experiences for specific products and highlight product functionality for each one.
It is recommended for any company that sells products to create its product experience strategy with a product experience management (PXM) solution in mind. By using a PXM platform, you will be able to quickly create product experiences and tie these experiences to your product data. It is even better if you can find a solution that automatically pulls in data from your product information management ( PIM), digital asset management ( DAM), and content management system (CMS) solutions.
Since a product experience refers to a customer’s experience with a specific product, a total product experience example would involve the overall customer’s experience with a product, from the beginning to the end. Each part of the customer’s journey could be visualized by creating a specific product experience for that particular stage.
Before we can understand what the difference between product experience and customer experience is, let's first define each one.
According to Product Plan, a “Product experience is a subset of the entire user experience. It focuses on the entirety of the customer journey that takes place within the product itself. It’s from the first time a customer logs in until the final time they quit using an application.” Simply put, it is all about how a customer views a product and its features.
According to Amplitude, “Customer experience is how your users or potential users receive and interact with every touchpoint of your business. This goes beyond their interactions with your contact center or support team. The overall customer experience includes their perception of your brand, their experiences interacting with your digital touchpoints, and their whole journey throughout the customer lifecycle.”
Basically, customer experience covers a much wider area and is generally about how the customer views the company overall.
With this in mind, the key difference is that product experience deals with the product itself, while customer experience deals with the company as a whole.
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