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適切なプロダクト体験プラットフォームの選び方

読了目安：4分

Published Mar 16, 2023

Companies everywhere are feeling pressure to deliver more while spending less, especially when it comes to improving digital experiences for customers. At the same time, user expectations have never been higher. What’s a company to do?

多くの企業にとって、その答えは「プロダクト体験プラットフォームの活用」です。

プロダクト体験プラットフォームでは、ユーザーがプロダクトを使っている時に、その状況に合った情報やガイダンスが提供されます。これにより主要なタスクやフィーチャーを体験できるため、新規ユーザーのオンボーディングの促進や必要な際のサポートの提供に役立ちます。トレーニングやサポートをアプリ内で提供することで、顧客が必要な時に必要な情報をタイムリーに入手することができるのです。またプロダクト体験プラットフォームは、包括的なフィードバック管理システムとしても機能し、プロダクトチームはユーザーのセンチメントを把握するためのアプリ内の投票とアンケート調査を顧客に展開することができます。

優れたソフトウェアは、ユーザーとビジネスの両方に利益をもたらす

適切なプロダクト体験プラットフォームを活用することで、ユーザーは期待どおりの、直感的でシームレス、かつ楽しいソフトウェア体験を得ることができます。逆に、それを活用する企業は、ユーザーがどのようにプロダクトを使用しているかについて、これまでにないインサイトを得ることができます。また上記の通りユーザー体験（UX）の最適化に活用できるアナリティクス機能は、それ以外にもビジネスの効率化、適切な仕事の優先順位付け、その他数え切れないほどの重要な目標の達成に役立つインサイトも提供します。

とはいえ、すべてのプロダクト体験プラットフォームが同じように作られているわけではありません。どれが自社に一番合っているかを評価する際には、以下の点に注意してください。

プロダクト体験プラットフォームに求める3つのポイント

Deep—and actionable—insights about users: Most product experience platforms come with basic analytics. But rudimentary usage metrics will only get you so far. The best product experience solutions offer rich insights and capabilities from which product teams can take meaningful action. That means self-serviceable customizable reporting, custom visualizations, multi-app insights, and tools to understand the paths users take and how they use app(s).

These kinds of rich insights help product teams more effectively discern which users to target with which in-app guides. Absent this level of analytics, every feature may seem like it requires its own suite of in-app guides. That, combined with a lack of segmentation capability, will lead to both wasted time for product teams and annoyance among users bombarded with notifications they don’t want or need.
The right cost: A guiding principle when choosing a product experience platform should be that the value it generates exceeds what you’re paying for it. Ultimately, the purpose of leveraging this kind of platform is to grow your user base, boost adoption of your features, and make smarter decisions about where product teams should prioritize their efforts to increase user satisfaction. These actions, and the insights that power them, translate to better business results and a stronger outlook for your organization and product(s).

When evaluating product experience platforms, it’s important to consider not only the upfront cost, but rather the total cost, of the solution. The last thing you want is to sign up for a clunky, bloated tool that requires costly implementation services to even begin to be able to use.You also don’t want something that offers solutions for only one piece of what your product entails. Why settle for just analytics, or just the ability to deploy in-app guidance? A product experience platform should be just that—a platform—offering guides, analytics, and feedback all in the same intuitive and easy-to-use interface, and all united by a shared pool of data. The resulting synergies save you precious time and money, and let you start improving your product and business outcomes faster.
The ability to move quickly: A product experience platform that costs you extra money to install will invariably cost you extra time as well. Add in confusing and counterintuitive user interfaces (UIs), and you risk that the platform becomes mere shelfware that’s a drain on your budget.

The best product experience platforms offer product teams a simple, centralized UI—including analytics capabilities deeply integrated with guide-building tools. They’re also backed by customer success teams that are laser-focused on understanding your business needs to get you up and running fast. Don’t settle for cumbersome implementation and a prolonged back and forth with vendors just to get basic capabilities in place. Go with a solution that’s both comprehensive and intuitive for product teams.