What Is Product Experience In Marketing?

Marketers must create meaningful product experiences — ways for people to engage with products — to cultivate product and brand affinity.

This article considers how product experience management solutions work, what they do, and how to choose the best product experience management solution for your organization.

What Is Product Experience in Marketing?

Product experience meaning refers to any interaction a user has with a product. It is how your customers and others interact with, learn about, and become aware of the product you offer. Typically, this will include both physical interactions with products as well as digital experiences that relate to your products. Marketers aim to create compelling product experiences by emphasizing factors such as product design, user interface, packaging, branding, and the overall value proposition to enhance customer engagement and build lasting relationships.

The overall product experience includes a customer’s entire journey with the product. When you consider the product experience, it focuses on every touchpoint with your customer, from their initial awareness of the product to the long-term use and ownership of the product. All of this information and each of these touchpoints must be managed in an effective way, a process that is done through a product experience management solution.

What Is the Difference Between Product Experience and Customer Experience?

Product experience and customer experience are related concepts but refer to different aspects of the overall customer journey. Product experience is a subset of the broader customer experience. Product experience refers to a user’s interactions with a specific product, emphasizing design and functionality. Whereas, customer experience encompasses the entire journey users have with a brand, including pre and post-purchase interactions, customer service, and their overall brand perception. 

Customer experience includes how customers view not just the product but also the company as a whole. Understanding product experience and customer experience can help your organization better define its goals and improve customer sentiment.

What Are Examples of a Great Product Experience?

Product experience examples are everywhere you look. On any given day, most people come across product experience examples without realizing it, and that typically means that the marketing is working.

The most important aspect of a product experience, though, is the relevance that the product information has on the customer based on where the customer is on the customer journey. In addition to this, it is also important to consider how they are accessing the information and data as well as what their current goals may be.

For example, consider a customer who is trying to look through a product catalog that is overwhelmed with so many options. There is too much to compare by just reading through the catalog. However, if they can answer a few key questions, then the options become fewer, and the comparison can be narrowed down for the customer. Now, instead of hundreds of products that may fit their needs somehow, there are a few options left that are most likely to solve their problem.

In a situation like this, the customer likely wants detailed product information. A customer, by contrast, who is standing in the aisle at a store is looking to compare two products, and they need a high-level explanation of the differences between the two products so they can then make the best choice for their needs.

This is a lot of information for companies to create and manage, but there is help. Lumavate, for example, provides companies with access to analytics on how customers use your product experiences. That way, you can make better decisions about using those experiences or make changes to better fit the customer at any given point. This allows you to continue to iterate on the experiences to improve your results.

What Does a Product Experience Manager Do?

Who is supposed to manage the product experience strategy? This generally falls on the shoulders of the product experience manager. This dedicated position within a company provides for a wide range of responsibilities related to the overall experience of one or more products. Their job is comprehensive in terms of understanding customers and creating a very targeted plan to move forward.

The product experience manager is ultimately the individual within your company who is accountable for the product experience even though the actual product experience strategy and implementation is cross-functional, meaning that numerous other components of your organization play a role in that process.

Some companies have a full-time individual who has a product experience manager job description, meaning they handle the entire process and are specifically skilled in this area. In other cases, it may be a component of the product manager’s role within the organization. In all situations, this person needs to be clearly defined to handle the tasks necessary. The person completing these tasks is seen as an expert on the product experience and customer expectations for the product experience.

The Use of Product Experience Management Software

As a business owner, the role of the product experience manager is core to the success of management of your product, but there are a lot of working components to this process. Most companies have more than one product, and each product will have numerous details and pieces of information that must be managed within it. Each product has its own strategy and game plan, too.

This is where a product experience management solution comes into place. Product experience management software does not take the place of a product experience manager, but it allows this person within the company to better manage each product strategy and product information along the way. That makes it possible for the manager to accomplish more of the necessary tasks on the job without the frustration or lack of communication needed.

Lumavate offers the help you need to ensure your product experience management is on task. Learn more about the single platform you need to create results. With our all-in-one solution for managing product experiences through the Product Experience Management Platform, you can manage and centralize all of your product data, manage all of your digital assets, and create branded, highly engaging digital product experiences in a streamlined and efficient manner.

Now is the time to explore how this can help your business. Schedule a free demo of Lumavate today to find out how we can help you.