Posted May 24, 2016

Analysis of the Customization 500 survey and other studies has found that about 50 percent of the additional willingness to pay for custom products comes from the experience of creating them and not from the greater fit and value of the final product.^[1] How can you maximize the enjoyment your customers will get from creating and purchasing their unique personalized product? There are several guidelines that can help to ensure a smooth experience from the moment they land on your homepage to the moment they click on 'submit order'.

Choice and curation

No customer wants to get lost in a sea of meaningless options. A great shopping experience will guide them on a journey of creating their perfect product. Choices should be limited and curated based on a need expressed by the customer. A well-designed process takes the place of a good salesperson who recommends appropriate choices after asking a few questions. Organization of the landing page is crucial and so is the ability to offer different sets of options based on customer input.

Usability and process navigation

When it comes to customization your number one goal is to set up the customer to succeed and make it easy to create a great looking product with little effort. It should be easy and intuitive to discover the available choices. Breaking down the process into steps is useful here or, for simpler products, a well-designed layout that guides the eye to the next required action. Examples and templates play a key role in helping the customer get a good start and feel like a designer without excessive effort. The design process should be iterative, showing the customer the results of their choices in real time and allowing them to make adjustments until they are satisfied. A good visualization tool goes a long way in this respect.

Meaningful Visualization

One of the main barriers to online purchasing is not being able to touch and feel the product. You must make the best use of what is available - visual imagery. A good visualization helps the customer imagine what it would be like to own the product and hold it in their hands. It need not be completely realistic, a sophisticated 3D model rendering that takes 10 seconds and nearly crashes the browser does not make for a great experience, but it must be representative and meaningful.

A great experience will leave your customer satisfied and wanting to come back for more. To ensure this you must guide them through the selection process, help them to succeed in creating their design and give them a good idea of what they will be receiving in the end. In addition, to build lasting loyalty you must also learn about their needs and desires and continuously update your offering in anticipation of future demand.

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