Unlocking Success: Why Businesses are Not Talking about Experience-Market Fit?

In this article, I will delve into the significance of experience-market fit and explore how it can drive business growth and customer loyalty.

Joana Cerejo
6 min readJul 21, 2023

In today’s highly competitive business landscape, achieving success extends beyond offering a great product or service. It demands a comprehensive understanding of the end-to-end customer and user experience, encompassing all interactions between the user and the business throughout their relationship with the brand and service.

This is where the concept of experience-market fit becomes essential. Just as the product-market fit is crucial for startups, recent studies highlight that approximately 85% of consumers believe a brand’s ability to deliver exceptional experiences is as vital as the products or services it offers, as stated in the Salesforce State of Marketing report. Thus, it becomes imperative for companies to emphasize the significance of aligning user and customer experience with market demands by actively discussing experience-market fit.

By prioritizing experience-market fit, businesses can bridge the gap between customer and user expectations and the experiences they provide, leading to increased customer satisfaction, loyalty, and ultimately, sustainable growth.

It involves going beyond data-driven insights and actively seeking out qualitative feedback and empathetic understanding to create customer and user-centric experiences that resonate on a deeper level. These loyal customers and users become valuable assets, contributing to sustainable business growth and profitability.

Defining Experience-Market Fit

Designers are accustomed to influencing business growth across four levels:

  1. Marketing-Opportunity Fit: This level involves measuring brand attitude perception, appeal, and convenience to identify opportunities for marketing effectiveness.
  2. Problem-Solution Fit: Here, designers focus on measuring error rates, reliability, and completion rates to ensure that the product or service effectively solves the customer’s problems.
  3. Product-Market Fit: This level examines usage rates, usefulness, and ease-of-use ratings to gauge how well the product or service meets the needs and expectations of the target market.
  4. Business-Market Fit: At this level, designers assess renewal rates, sense of novelty, and innovation to ensure the long-term viability and relevance of the business within the market.

However, customers or users do not perceive the quality of service in this fragmented approach alone. A person’s perception of their experience can be divided into four distinct moments:

  1. Before Usage (Anticipated UX): Before using a product, the user has prior experiences and expectations that shape their perception of the product’s potential value.
  2. During Usage (Momentary UX): During product use, the user focuses on pragmatic qualities and usability, evaluating how well the product fulfills its intended purpose.
  3. After Usage (Episodic UX): After using the product, the user reflects on the interaction that took place. The evaluation occurs directly after use and also at a later time interval.
  4. Overtime (Cumulative UX): The overall evaluation of the product by the user is a culmination of individual experiences that have occurred over an extended period of time.

Unfortunately, many businesses often measure their performance by focusing on one isolated moment or touchpoint, missing the bigger picture. Relying solely on time span is insufficient to truly understand your customers and users. To foster genuine understanding, businesses must engage in one-on-one interactions, immerse themselves in their customers’ shoes, and conduct extensive user experience research.

It is at this intersection that experience-market fit comes into play.

Experience-market fit can be defined as the alignment between a company’s unique value proposition and service experience and the specific needs and preferences of its target market throughout all the stages of customer and user interaction with the business. It goes beyond mere satisfaction with a product or service and encompasses the entire customer and user journey — from the initial interaction to post-purchase support and over time service quality perception.

In essence, the experience-market fit is about creating a seamless and delightful experience that not only meets but exceeds customer expectations in the end-to-end experience. It involves understanding customer and user pain points, identifying their desires and aspirations, and delivering an experience that resonates with them on a deeper level.

The Significance of Experience-Market Fit

In a crowded marketplace, experience-market fit provides a key differentiator. By understanding and catering to the unique needs of their target audience before usage, during usage, after usage, and over time, businesses can create memorable experiences that set them apart from their competitors.

And Experience-market fit gains more significant importance in the context of AI-driven solutions, particularly because this domain transcends traditional product development and focuses on evolving services.

In the realm of AI, the user interacts with the service through various touchpoints and channels, necessitating a deep understanding of the user experience at every stage. Unlike standalone products, AI-driven solutions require seamless integration and continuous interaction, making experience-market fit a crucial aspect to ensure user satisfaction and engagement.

Therefore, when a business focuses on experience-market fit, it ensures that every touchpoint along the customer journey is carefully designed to meet customer expectations. This results in higher levels of customer satisfaction, leading to increased customer retention rates and reduced churn, ultimately creating long-term value.

Achieving Experience-Market Fit

To achieve experience-market fit, companies must invest in gaining a deep understanding of their customers and users in the different time spans as I mention above. This involves conducting market research, customer and user research, interviews, and analyzing feedback to identify pain points, preferences, and expectations.

Once the insights are obtained, businesses can design customer and user-centric experiences that align with the identified needs and preferences. This may involve improving the user interface of digital platforms, streamlining customer support processes, personalizing communication, or offering tailored solutions. However, achieving experience-market fit is not a one-time effort. It requires continuous iteration and improvement.

Experience-market fit is an ongoing process that requires businesses to listen to their customers’ and users’ feedback, monitor market trends, and adapt their experiences accordingly. This iterative approach allows companies to stay ahead of evolving customer and user needs and maintain a strong experience-market fit. By consistently refining and enhancing their offerings based on user insights and market demands, businesses can ensure that their experiences remain relevant, engaging, and aligned with customer and user expectations.

Furthermore, businesses should leverage data and analytics to gain deeper insights into customer behavior and preferences. By analyzing user interactions, patterns, and feedback, companies can identify areas for improvement and make data-driven decisions to enhance the overall experience. This data-driven approach helps in understanding user preferences, predicting their needs, and proactively addressing potential pain points.


In the modern business landscape, customer and user experience plays a pivotal role in the success of organizations. Experience-market fit bridges the gap between customer and user expectations and the experiences companies deliver, leading to increased customer satisfaction, loyalty, and ultimately, business growth. By focusing on understanding their customers and users deeply, designing customer and user-centric experiences, and continuously iterating based on feedback and market trends, businesses can unlock the power of experience-market fit and thrive in today’s competitive marketplace.

To achieve high conversion rates, businesses must prioritize experience-market fit as a strategic initiative. By aligning their offerings with customer and user needs and preferences, providing seamless and delightful experiences across all touchpoints, and consistently improving based on user insights, businesses can foster customer loyalty, drive conversions, and achieve sustainable growth. In a world where customer expectations are constantly evolving, experience-market fit is the key to unlocking success and standing out in the crowded marketplace.


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  3. Alex Osterwalder, Yves Pigneur, Gregory Bernarda, & Alan Smith. (2014). Value Proposition Design: How to Create Products and Services Customers Want.
  4. Brian Solis. (2019). X: The Experience When Business Meets Design.
  5. Harvard Business Review. (2016). “The Elements of Value.” Harvard Business Review. Retrieved from https://hbsp.harvard.edu/product/R1609C-PDF-ENG