• Emily Malone

How user experience has changed how we invest in products

Technology is what people invest in, isn’t it? The latest in advancements in technology, like the Apple Watch, Netflix (although not that recent) and others have us dying to invest in material assets.

But is that what we’re really investing in?

Apple recently appointed Angela Ahrendts, former Burberry CEO into an executive marketing position in an attempt to shift their marketing focus from a traditional product-led approach (a bit like this). The result is an experience led marketing shift – bringing in the experience of lifestyle marketing to Apple.

In reality, it’s allowed Apple to become much more ‘celebrity-endorsed’, much like the days when the first iPod came out and artists like 50 Cent did things like this in their music video:


(It also allows them to sell £13,500 Apple Watches)

I digress… the reason for telling you this is that buyers are making decisions not on technology, but for the user experience (UX) you are able to give them. The Apple Watch supposedly makes your life easier, and Apple have their geniuses (or Genii) to make sure the end to end experience is as positive as possible.

UX can form part of what’s known as emotional marketing, it’s about the interaction between you, your customers, and your product/service/system. It can be used to improve the perception of your product or brand.

So there you have it, if you sell products, ensure the experience the customer is second to none at every stage. This will help you to create advocates, and you’ll give your customers a reason to come back to you again and again!

While what you sell may not differ much from other companies, the experience you give your users will always set you apart.