What are desirable products from a marketing and UX standpoint?

Desirable products captivate users and drive sales through effective marketing strategies and exceptional user experiences (UX). What are they exactly? These products can meet user needs, exceed expectations, and even create lasting impressions, resulting in positive word of mouth and repeat purchases.

Understanding the attributes that make products desirable from both a marketing and UX perspective is crucial for businesses aiming to succeed in competitive markets. This article will help you learn more about these factors!

What are desirable products in marketing?

From a marketing standpoint, desirable products possess specific vital attributes such as:

Value proposition

• Clear benefits – Your product’s value proposition must be communicated to your target audience. How does the product solve your customers’ specific problems? How does it fulfil their needs better than other alternatives?
• Differentiation – involves unique selling points (USPs) that make your product stand out. This could be achieved through innovation, superior quality, or a novel approach to solving a problem.

Brand appeal

• Strong branding – A robust and positive brand identity significantly enhances your product’s desirability. Just think about how brands like Apple and Nike have made their products more appealing to consumers over time!
• Emotional connection – Creating an emotional connection with your consumers can significantly elevate your product’s appeal. This connection can be forged through storytelling, aligning with your consumers’ values, or creating a sense of community.

Market fit

• Targeted marketing – Effective marketing involves understanding and reaching your target audience through the proper channels with the right messages. What kind of message or imagery would appeal to YOUR consumers?
• Trend alignment – Staying abreast of market trends and consumer preferences ensures that your product remains relevant. This could involve leveraging current trends like sustainability, health consciousness, or technological advancements.

Perceived quality

• High quality – Perceiving a product as something of high quality often translates to desirability. Consumers equate quality with reliability, durability, and superior performance. Many successful brands have built their reputations on these attributes.
• Positive reviews and testimonials – Through customer reviews and testimonials, social proof reinforces your product’s value. Positive feedback from other users is a powerful endorsement, increasing other potential buyers’ confidence in your products or services.

Pricing strategy

• Value for money – Competitive pricing that reflects your product’s value proposition can attract a broad customer base. Products that offer high perceived value at a reasonable price are particularly appealing.
• Pricing models – Flexible pricing models, like subscriptions or tiered pricing, can make your products more accessible. For example, subscription models can lower the entry barrier and ensure ongoing revenue for your company.

Desirable products in UX

From a UX perspective, desirable products also need to meet several requirements. The key is to integrate UX and marketing elements in the most effective way possible. You can learn more about the process of desirability studies at Ergomania.

User-centered design

• Ease of use – Intuitive interfaces and straightforward navigation are crucial. Products that are easy to use reduce the learning curve and minimize frustration, leading to higher user satisfaction.
• Accessibility – Inclusive design considers the diverse needs of all users, including those with disabilities. Features like adjustable text sizes, screen readers, and high-contrast modes ensure broader usability.

Functionality and performance

• Efficiency – Efficient products perform tasks quickly and accurately, saving users time and effort.
• Reliability – Consistent and reliable performance builds trust. Users expect products to function correctly every time without bugs or crashes.

Aesthetics

• Visual appeal – Attractive design and aesthetics create a positive first impression and promote user engagement. Aesthetic elements should align with the brand identity and appeal to your target audience.
• Consistent branding – Visual elements like colours, fonts, and imagery reinforce your brand identity. This consistency helps in creating a cohesive and memorable user experience.

Engagement

• Interactive elements – Engaging features such as animations, feedback, and gamification can significantly enhance the user experience.
• Personalization – Offering customizable options and personalized content creates a more relevant user experience for your target audience. Personalization can range from simple preferences to advanced algorithms that tailor content to individual users.

Emotional design

• Positive emotions – Products that evoke positive emotions such as joy, satisfaction, or excitement foster a deeper connection with users. This emotional connection can lead to greater user loyalty and advocacy.
• Delightful surprises – Small, unexpected features that delight users contribute to a memorable experience. These can be subtle animations, sound effects, or other creative surprises that can please your users.