What is Product Experience (PX)

Product experience (or PX) is how you perceive a product: how you feel and what you think about it. It’s formed over every interaction you have with the product, from your very first touchpoint (like seeing an ad or reading a recommendation), through viewing its product page and purchasing it, to receiving and using it.

Examples

Example How it supports PX
A product page Product pages with high-quality images and detailed information build trust, encourage sales, and create a good product experience. Product pages without them do the opposite.
A TikTok ad Ads build an emotional connection and show the product in use. They’re often your first opportunity to create a good experience of your product.
A review site Review sites build trust and help customers decide whether to purchase. Good reviews encourage a good product experience.

A brief history

Brand management emerged in the 1930s as a way of focusing not just on sales, but on the entire perception of a product based on packaging, advertising, and consistent messaging.

This evolved into lifestyle-driven brands (Nike and Apple are examples of great lifestyle brands) where it’s not just the product itself that’s important, but every interaction a customer has with the brand or the product (whether that’s online, out on the streets, or on social media).

This idea became mainstream as more purchases were made digitally and more marketplaces and online retailers sprang up. When most of us discover, research, and buy products online, how the product is presented digitally (from product pages to social media to reviews) has to do the heavy lifting. Over the last 10 years, PX has become a key concept in ecommerce.

Good to know

A good product does not guarantee a good product experience. Even a great product that’s hard to find on your website, has blurry photos, bad reviews, or is missing key information you need to make a purchase, will still lead to customers having a bad product experience.

Know more

Frequently Asked Questions

How do you measure product experience?
You can use both quantitative data (like number of product views, sales, and returns) and qualitative feedback (like reviews, surveys, and support interactions) to measure product experience. Together, they tell you how your customers are experiencing your product.
What makes a good product experience?
A good product experience means customers can find the product easily, understand what it does, trust the information they see, and use it without frustration. Online, this often comes down to having clear product content that’s consistent across all touchpoints (details might vary depending on sales channels’ requirements, but the main message should be the same).
Why is product experience more important now?
Because most of us buy online. That means your images, descriptions, reviews, and usability have to do all the talking.