Same, same, but different
Think of a product you love and that you have recommended to your friends?! Often, these products are not one of a kind in their market. Nowadays, nearly every product can be copied within no time. Just think of all the cheap Louis Vuitton handbags sold on the streets of Bangkok. The same applies to digital products. You can be sure there are competitors which offer almost identical or even the same functionalities. So, what makes the difference? How do you set yourself apart?
How products deliver happiness
Rather than what the product does, it is important how the product makes you feel. Apple realized that when they introduced the colourful iMac computer and sales started booming. Even though those fancy cabinets contained the same hardware and software as Apple’s other models, such a small change, giving the user the possibility to choose their favourite colour for their PC filled them with total joy.
Another example is MailChimp, which proves that it can be the smallest details that sets you apart. Our beloved business development intern was raved about the delightful experience, sending out a campaign with them. His enthusiasm was caused by the animation users see when sending out a campaign: a monkey pushing a button and giving you a high five once the campaign is out! MailChimp uses a friendly and funny tone of voice, like an actual person cheering for you “We’ve got your back - great job!” instead of a faceless bot confirming that you launched your campaign. These delightful elements are what make users feel good and what makes them recommend the product to their friends.