Long before the cash register was even invented, businesspeople intuitively knew that cultivating relationships with loyal customers was key to long-term success. Yet still, even in 2012, there is no end of companies who find ways to pull short-term profits out of their customers, at the expense of the longer-term customer relationship.
The unforeseen cost, of course, is that those extra features hurt usability.
But we know all this. There is plenty of literature on the subject, and good usability is table stakes for a modern product. If your product isn’t usable, your business is in a dangerous position. Maybe you can get by in the short term by boasting your killer feature set; but the fact is that if people can’t figure out how to use your bells and whistles, you’re going to feel it on your bottom line sooner or later.
And that goes for everything. The packaging is a part of the user experience, the customer service is a part of the user experience, the instructions are a part of the user experience, the purchasing, and of course, using the product is a part of the user experience. It’s not a feature-fest, it’s about the experience.