The Power of Product Design in Customer Experience


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First impressions generally happen in less than 7 seconds.

Customers often make snap judgements when it comes to purchasing a product or deciding to use a service. How a product looks or a service provider’s Website can often be the deciding factor when a customer is comparing two similar products or services.

In order to win the customer your product or service needs to make the best impression. These decisions customer make are often subconscious, and the lasting impression will be associated with your business, its offerings, and even the people associated with the organization. Design is an emotional component of brand promise and customer experience.

The Power of Product Design in Customer Experience

In this infographic by, we explore the impact that design has on developing an exceptional customer experience. If you’ve ever thought something you’ve delivered to a customer was just “ok”, then this infographic should make you think twice between allowing another product or service design to be mediocre.

Product Design in the Customer Experience

The Power of Product Design in Customer Experience

A few key thoughts stand out when considering the power of design in developing the service experience that customers take away from working with your organization.


Icons are instantly recognizable, sometimes even on a global scale reminding customers of the quality and personal experience associated with the product or service. Emotions are often connected to brand icons as they can instantly invoke special thoughts and feelings within customers.


If you ask my wife, she’ll confirm that I’m a font nerd. I make product decisions all of the time based on type alone, I often point (criticize) out specific fonts used in products and Websites.

Fonts have personalities that may be elegant, cool, austere, delicate, straightforward, or any number of other possibilities. Font readability will help customers spend time considering your product or service.

Real Effect

  • About 52% of customers say they would return to use a business or a product based solely on premium product packaging.
  • Roughly 90% of customers re-use product packaging or bags after a purchase.
  • Business have reported 30% increase in customer interest in product and services when they spend extra attention in product design.
  • 74% of 18-25 year olds are likely to share a picture of a product or service that they order online.
  • Almost 40% of customers are willing to share a picture of a product or service if it has an interesting design.

The Road to Great Product Design

You don’t need Ph.Ds in product design to do it. You simply have to be committed to doing your best work and looking for talented people who care about the brand experience your customers get.

Commit to developing great product and service design. Think green and consider the impact on the environment. Be crafty and creative, reconsider old materials like paper bags or twine for a special take on hand-made products. Produce something unique, something special customers haven’t seen before. Keep it simple, but ensure that you can connect with customers and make sure they associate the design of the product with the promise of your brand.

Republished with author's permission from original post.

Flavio Martins
Flavio Martins is the VP of Operations and Customer Support at DigiCert, Inc., a leading provider of enterprise authentication services and high-assurance SSL certificates trusted by thousands of government, education, and Fortune 500 organizations. Flavio is an award-winning customer service blogger, customer service fanatic, and on a mission to show that organizations can use customer experience as a competitive advantage win customer loyalty. Blog: Win the Customer!


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