Technical magazines

How a product becomes an experience


What makes products successful today and how does a product become an experience? We address this exciting question in a new article in "Technical Communication".

Nowadays, most products are on a par in terms of technology and quality. But how is it that certain products become icons and trendsetters while others are lost in the mass of competition?

In addition to the technical features, which often have hard physical/technical limits and also in terms of manufacturing costs, it is above all the operation and usability that contribute significantly to frustration or enthusiasm. A product must offer the right feature at the right time, in the right context, be intuitive to use and leave a positive experience. If all these criteria are met, we speak of a positive user experience. In other words, there is a symbiosis of function and technology, of physical hardware and virtual software.

A successful product should therefore always be accompanied by a high-quality experience on a functional and emotional level. The terms pragmatic and hedonic quality are used to describe this rule for successful products, whether on the software or hardware side. If a product can be used quickly and intuitively, it is referred to as pragmatic quality. If a product also subconsciously touches the emotional level of the user, it is referred to as hedonic quality. Products and services only have a chance of success today if the pragmatic and hedonic qualities occur together and are correspondingly high. So if a product cannot really be made "better" through comparable technical standards, it must be made "smarter" and "more desirable" through innovative and intuitive operation and useful additional features.

The brand experience also has a significant influence on the user's perception and emotional experience. The foundation of this brand experience world is always formed by the physical products and their actual characteristics. Nowadays, many industries forget this, so that despite elaborate image and advertising campaigns, the foundation quickly crumbles due to unfulfilled promises of product performance and then a decline in value can hardly be stopped. Conversely, an inspiring user experience of the product is a real booster for the brand myth.

The influencing factors for the brand myth and the product now also increasingly include aspects ofsustainability and future viability, not only in the ecological sense but also in the social and technological sense, as commitments and solutions to new technologies are also a conscious commitment on the part of users and therefore contribute significantly to the product experience (see e.g. the Tesla myth).

The biggest mistake that is often made is purely technically driven development. Here, technical requirements are paired with the often numerous and very enthusiastic demands of marketing and sales. In the best case, regular customers are consulted during development, but they are already familiar with previous products or similar technology. These then often determine the functionalities and appearance of a product, but not the user requirements. The technology should be seen as part of the solution, not as a driver. The technology provides the platform on which the user requirements are based. The technical function should support the user in achieving their goals without them realizing it. If a product feature is too technical and complex, it will deter the user rather than inspire them and the user experience will be dampened.

If you are aware of the behavior of users and involve them in development right from the start, there is not much that can go wrong in terms of user experience during product development. It is important to constantly check the development steps through (usability) testing. Only after successfully completing a test should you move on to the next development step in order to avoid additional costs later on. My advice here is to always ask yourself the following question: is the developed solution the way it is because my user expects it to be or because it is the technical requirement?

This article is an excerpt from the current issue of "Technische Kommunikation 01/20" and can be downloaded and read here >.

Graphic on the topic of simpler, cheaper, different.
Graphic on the topic of brand experience.
Graphic on the topic of design criteria
Graphic on the topic of the human centered design process
Graphic on the topic of user experience.
Graphic on the topic of usability and user experience.
Graphic on the topic of Usability UX 270°.
Graphic on the added value of UI and UX.

Our expertise is not only proven by 400+ awards, but also by the enthusiasm of our customers.



"How can tasks and challenges be solved successfully? To do this, you need partners who can correctly grasp and present a task in all its complexity. Setting the right priorities in the future-oriented field of tension [...] and being able to implement them "down to earth" is part of the success DNA at BUSSE Design+Engineering, which we greatly appreciate."



"As an experienced design partner, BUSSE offers everything from a single source. Creative design solutions, prototyping through to small series production and UX design for software. The solution approaches and methods through to implementation always lead to a result that perfectly meets the requirements."

UI/UX Design


„BUSSE is our design game-changer for snow groomers! Their UI/UX team elevates not only icons and layout but the entire user experience to a new level. Clear operation turns every ride into a pleasure. Reliable from development to series production, BUSSE is by our side. Their interface, based on precise product research, simplifies operation. Flexible, forward-thinking, and reliable – BUSSE is our satisfaction guarantee!"



"BUSSE has been the perfect partner for us to develop new and innovative ideas for over fifteen years. BUSSE offers a very high level of professionalism and a first-class understanding of the brand. The team has completely internalized the high standards of our projects and with exceptional creativity, as well as full dedication, has helped us to set new trends. Many of our bestsellers bear BUSSE hallmarks."


Britax Römer

„Child seats are not only visually complex but also technically demanding. Our longstanding partnership with BUSSE turns development into a creative experience. Design sprints and a versatile selection matrix relieve engineers, minimize time-consuming iterations. We appreciate BUSSE for their timely implementations despite limited resources. The collaboration is not only effective but also truly enjoyable!"



"We were particularly impressed by the enthusiasm and technical creativity of the Busse employees. The atmosphere in the project was characterized by professional looseness and great agility. We turned an idea into a finished product in 4 months!"



„We discovered BUSSE Design+Engineering through online research. Contacting them for a functional model led to a contract for a technical redesign. Due to our concept changes, Redesign II was initiated and realized in a prototype, earning a golden award at the 2019 Ambiente trade fair. BUSSE executed the project with precision, on schedule, and with excellent craftsmanship. We look forward to future collaboration with BUSSE."



„The collaboration with the entire project team was always goal-oriented, constructive and pleasant in terms of communication. Mr. Timm and his project team always kept the functional and safety requirements in mind and understood what is also important to us in product development: can-do mentality, agile mindset as well as flexibility and efficiency in all project situations."



"With BUSSE as a sparring partner, we were able to successfully work out a brand-defining design for our latest products that was appropriate for the target group. BUSSE understood our internal company processes very well and was therefore able to deliver optimal results. Deadlines were always met, you can rely on BUSSE. Anytime again!"



"We were positively surprised by the collaboration with BUSSE in that the focus was not solely on the appearance of our product, but rather on the interplay of economical manufacturing solutions, optimized ergonomics and a functional design. The result now impresses with a coherent, unprecedented design concept."