Out of all the time users spend on mobile phones, over 80% of their time goes into using mobile apps. For this reason, the one common endeavor for all digital products is to improve the product experience.
Good product experience improves usage, builds loyalty, and dictates customer retention.
But while talking about product experience, these are some common questions we come across:
- What exactly is product experience (PX)?
- How does product experience contribute to an improved customer experience?
- What are the significant metrics involved in product experience, and how to influence them?
To address these queries, we have utilized our expertise and the work we have done with leading product managers worldwide to bring you all the necessary information about product experience.
Table of Content
- What is product experience?
- Why does product experience matter?
- Why do product/growth managers need to focus on improving product experience?
- What are the metrics for measuring product experience?
- Tips on improving product experience
- Scale product experience the no-code way
What is product experience?
Product experience deals with the end-to-end user journey within a product. User interactions across levels of the product like onboarding, engagement, and retention are taken care of under product experience.
Here, the users interact with several touchpoints within the app. The collective experience received from each of these touchpoints or actions contributes to the overall product experience.
Product experience impacts every stage of the user journey within the app. So to make onboarding, engagement, and retention smoother, product managers must focus on other aspects of product experience like user segmentation, context-aware user flows, and data-driven insights.
Why does product experience matter?
Offering a good design and functionality on your app is not enough to keep your users engaged. A product must educate and engage its users to boost the overall value derived from it.
Product experience plays out at multiple scales throughout the interaction within the product and prepares your users for certain conventions, features, and functionalities of the product. This brings product experience is at the center of the relationship between a customer and a product and every interaction between the customer and the touchpoints of the product.
These interactions build on one another and further cement the product-customer relationship.
To course-correct, product managers can build and measure the experience across four product lifecycle objectives.
Why do product/growth managers need to focus on improving product experience?
The power of understanding the product experience and how to improve it helps product managers and growth managers deliver a far more delightful experience, reduce customer churn, and boost overall engagement for their products.
Product experience allows product managers and growth leaders to drive meaningful transformations and unlock the full potential of their web and mobile apps.
As a subset of user experience, product experience considers the user journey within the app.
Considering the number of alternatives and the ease of switching products, intuitive and personalized product experiences are the need of the hour.
Good design or simply providing value isn’t enough to meet the customer’s expectations. Your web or mobile app must engage, educate, and adapt depending on the users’ needs, thus the requirement for injecting more intuitiveness and personalization into the product.
Users interact with your brand through various touchpoints in the product lifecycle. The touchpoints contained within the product experience cycle make up an important arc in the overall customer experience framework.
The experiences provided through these touchpoints (onboarding, engagement, conversion, and retention) help build a strong relationship between your app and your users.
Product experience is the secret to product growth. This should be reason enough for product and growth managers to put all the focus and resources towards improving the product experience.
What are the metrics for measuring product experience?
Time to Value
Time to value is the total time it takes for your users to realize value once they start using your mobile/web app. The faster your user realizes value, the better the product experience.
Tip to improve this metric: Make onboarding easier by implementing a product experience platform.
Onboarding & Activation
The activation rate measures the number of new users who have performed a predetermined action within a specific period to receive value from your product. Activation Rate helps brands gauge how quickly their new users achieve perceived value.
Tip to improve this metric: Simplify the activation or sign-up process, highlight benefits and not features, and keep users moving forward with tailored communication.
Net Active Users
Net active users are the total number of customers who are actually using your product regularly and not just logging in.
Tip to improve this metric: Use contextual nudges to direct user attention toward the desired action. Also, direct user feedback to know what’s working for your app.
Feature adoption is when your target audience adopts a feature of your product or app by simply using it.
Tip to improve this metric: Implement user segmentation to be more specific while nudging users. Make discovery of features easier with spotlight nudges, tooltips, and beacons to for varied user segments. A/B test nudges to know which approach works better for improving feature discovery and adoption.
Daily Active Users/ Monthly Active Users
Daily active users or monthly active users are the average number of active users on a given day or a month. You can also get a ratio of DAU/MAU. This ratio provides the percentage of the monthly audience you can expect to use your app on a given day.
Tip to improve this metric: Develop an efficient onboarding process by personalizing and gamifying the steps using contextual walkthroughs.
User Retention Rate
The percentage of people that continue to use your app over a given period is the user retention rate for your product. It’s the inverse of user churn, another primary metric for product experience.
Tip to improve this metric: Use no-code beacons and tool tips to make feature discovery and adoption easier and implement effective engagement techniques.
Tips on improving product experience
Enhance user stickiness and boost funnel conversion with the following tips:
Ensure smooth user onboarding
You’ve got a brand new board game, and you open the box to find out all the contents of the box, but there’s no guide on how to play the game.
Will it not be confusing for you to figure out the game without an accompanying guide?
This is a general feeling among most first-time mobile app users. When brands release an app or website without any guidance on utilizing the platform, it can leave your users feeling stranded. A little hand-holding and walkthrough of the app or website helps users understand how it works.
Onboarding users by providing some guidance is essential to save them from feeling overwhelmed with what they see on the screen.
Good onboarding is one that:
- Makes a great first impression
- Gives users a guided introduction
- Significantly improves user retention
A widespread and low-effort solution for smoother onboarding of users from start to end is to use contextual nudges.
Nudges are gentle interventions that help you steer your users toward the desired action. Nudges come in the form of tooltips, spotlights, and coach marks. Using these nudges, you can guide users without overloading them with too much information.
Each nudge has a unique capability depending on the intention and user segment you are trying to focus on.
Provide consistent value and product info
Creating a particular image of your brand before or at the time of onboarding and not following it up throughout the user journey on the app will make your KPIs suffer.
Also, not providing the same value across platforms or touchpoints will make the experience unsatisfactory for your app users.
Any product-specific information and value you provide to your users must be consistent and in line with user expectations.
Here’s how you can create value for your users across all touchpoints:
- Personalize the content and product info on your mobile/web app.
- Announce features, offers, or benefits to users according to user segments.
Activate no-code beacons, tooltips, spotlight, and announcement nudges to keep your users informed about the information and value you are providing to them.
Optimize and engage based on user segmentation
Analyzing and optimizing user journeys across the product is the key to consistently improving user engagement.
Start with user journey mapping to understand your users’ actions, behavior, ease of use, and value realized from the product.
Create groups or user segments according to their journeys within the app. Optimizing app flows according to user segments makes testing variants and improvements easier.
Delivering optimized app experiences becomes a breeze with context-aware user flows for each user segment.
Capture and leverage user feedback
User feedback is undoubtedly the most valuable resource for product managers. It helps them gain insights into how users are adopting your product.
The founder of Qualaroo and GrowthHackers, Sean Ellis, found that listening to your customers through qualitative data boosted conversion by 300%.
Finding the right approach to capturing and leveraging this feedback can alter results for your app effectively.
There are certain things you must remember while gathering this data:
- Break users into segments.
- Get the timing right.
- Implement what you’ve learned.
Capturing and leveraging user feedback can provide product managers with the necessary perspective. Product managers can capture user feedback on the app by implementing in-app survey pop-ups like Net Promoter Score, qualitative review, and ratings.
Conduct rapid experimentation
The best way to find out if an idea works is by trying it out. The same applies to elements and experiences within a product.
A/B testing to test out different experiences within the mobile app is a common practice.
Rapid experimentation on different user segments provides you with relevant statistical confidence to identify the best version to offer an improved user experience.
A/B tests across major touchpoints on the product will provide you with the necessary insight to make informed decisions.
The best way to test use cases across user journeys is by implementing the agile approach of A/B testing. The agile experimentation method helps you reach conclusions up to 80% faster when compared to classical methods of testing. In addition to that, it provides great flexibility in observing and acting on the data recorded.
Scale product experience the no-code way
In order to make an exceptional product experience reality, you need the right set of tools to enable it.
- Require reduced or zero dependencies on your tech team
- Makes experimentation across all elements of the app easier
- Provide you with the necessary insights to make improvements
Also, the product experience platform must scale along with your product. Your product will demand more of that technology with additional features and developments. Thus, the technology must be scalable.
This is where Netcore’s no-code product experience platform can help improve the product experience.
What is a product experience strategy?
Product experience strategy defines the efforts made to improve engagement across all the elements your users interact with within your product. The goal of a product experience strategy is to make users contextually aware of all the important elements, provide value to users consistently across all levels of the product, and create action plans to address shortcomings.
What makes up a product experience?
Exceptional product experiences are made up of the following points:
- Understanding User Behavior: Studying user behavior to provide them with a better experience on the app.
- Easy App Flow: The intuitiveness of the app flow and the ease with which the users can interact with the app determines the user experience.
- Context-aware User Journey: Create context-aware user journeys for a more personalized experience.
- Analytics: The right data helps you confidently deliver a better product experience that’s backed by your insights.
Feedback: Capture and leverage feedback across all touchpoints of the product.
How do you develop product experience?
Product experience is developed by studying users’ behavior, providing them consistent value throughout the user journey, and making necessary changes based on feedback from users.
Who is involved in PX?
Product experience is a company-wide effort. The product experience team alone is not responsible for a positive product experience. Good product experience requires efforts from customer-facing teams, tech teams, and marketing teams. But it is eventually led and owned by the Product Managers who are responsible for developing a vision for the product and aligning resources in the right direction to achieve that vision.
How does product experience differ from user experience?
Product experience is a subset of customer experience. Product experience helps you achieve a positive user experience by delivering guidance to navigate the app with utmost ease.
In B2B companies, the product contributes heavily to customer experience. Product experience is the perception users have of your product based on their interaction with it.
What are the benefits of product experience management?
The benefits of product experience management include-
- Increased conversions
- Improved customer experience
- Reduced user churn
- Cross-selling and upselling opportunities