"Customer experiences don’t end at the interface. What happens before and after using the product are just as important to design for. How it’s useful When designing a product, we tend to over focus on the in-product experience (e.g. the user interface, in software). It’s just as important to design the marketing experience (how you acquire customers and set their expectations for the product before they use it), and the support/distress experience (how your company handles the product failing). Creating great distress experiences, in particular, are amazing opportunities to earn long term customer trust. For example, Amazon earns the most trust from you as a customer when you have to return something." — Brandon Chu
Product Management Mental Models for Everyone