Design thinking in the Age of AI
AI is transforming how we live, work, and communicate. With AI’s help, we can move from idea to product launch at super-speed. Never before have we been able to move
▪ September 26, 2025December 4, 2023
▪We’ve all experienced that deflating feeling when a product doesn’t live up to the hype.
The fancy blender claimed to create the creamiest smoothies in 60 seconds flat, but your kale and berries are still in chunky pieces after two minutes of noisy grinding.
The airline promised seamless booking through their app, yet you’ve just spent 30 frustrating minutes trying to check in without success. And the makeup brand showed ads of flawless skin after one use of their serum, but your dark circles look as prominent as ever.
We build anticipation based on compelling product claims, only to encounter frustrating friction when reality fails to reflect that perfect promise. This gap between marketing hype and actual user experience impacts consumers across sectors, eroding the trust crucial to building brand relationships over time.
As brands seek to build lasting connections with increasingly savvy audiences, avoiding common product claim pitfalls that erode trust and loyalty is crucial. These common pitfalls include:
1. Overly complex claims that confuse more than connect
2. Unrealistic expectations that over-inflate actual outcomes
3. Lack of transparency around proprietary details
4. Limited customization despite personalized promises
5. Overstating ease of achieving desired results
By implementing UX strategies and aligning messaging across the product, companies can cultivate the credibility and loyalty vital for enduring customer relationships.
Pitfall: Highly technical or complex claims related to quality, sourcing, or manufacturing processes often confuse users rather than connect.
Impact: Unable to effectively evaluate intricate claims, users can feel misled, negatively impacting brand trust.
Brands often overload product claims with scientific jargon and manufacturing details to highlight quality. However, this technical information can confuse consumers more than it convinces them.
Consumers can feel frustrated when product claims feature excessive or convoluted language around quality testing, chemical formulas, certifications, or sustainability metrics. Without expertise to validate these specifics, people struggle to connect with the claim and either ignore it or assume it’s exaggerated.
While scientific validity holds importance, complex claims will have a deeper resonance if the technical complexity is translated into understandable user benefits. When claims spotlight scenarios consumers recognize from personal experience, the product is relatable which can be the first step towards building engagement and trust.
UX strategies to help simplify complex claims and better connect with users:
The goal is turning technical complexity into simple relevance for the average consumer. Meeting users where they are at with easy-to-grasp claims is key.
Pitfall: Sweeping claims related to outcomes, impact, or results often set unrealistic expectations that no product/service can continually fulfill.
Impact: When unable to achieve marketed results, users can feel deceived, which erodes loyalty.
Brands often feel pressure to overstate potential outcomes to capture consumer interest. However, sweeping claims that set unrealistic expectations typically backfire once customers experience the offering firsthand.
When marketed claims around a product’s transformative impact overinflate actual outcomes, people feel misled. Inevitably, claims of quick results or dramatic change will collide with reality’s more gradual pace of improvement. Rather than empowering a customer, this can create distrust.
While aspirational messaging might attract attention, long-term retention requires restraint in portraying potential consumer outcomes accurately. When products deliver achievable results that consumers can enjoy for themselves, lasting bonds built on trust will flourish.
UX strategies to help set realistic expectations with claims:
Setting clear expectations upfront is key. This helps consumers self-select products based on realistic outcomes for their needs. Transparency and accountability around results help brands over-deliver vs under-deliver.
Pitfall: Claims about proprietary methods or outcomes without supporting evidence leave users with questions.
Impact: Unable to validate accuracy, users can feel doubtful and suspicious of motives.
Oftentimes, brands will promote proprietary methods or exclusive outcomes to maintain a competitive edge. However, when claims are made about new product developments or results without solid evidence to verify assertions, consumer doubt can override any initial intrigue or interest.
For example, beauty brands claiming positive clinical trial data but showing no study details can come across as evasive or, worse, ethically questionable. Similarly, food brands boasting of fresh premium sourcing without naming partners can create skepticism because supply chain transparency is missing.
Essentially, consumers denied the ability to independently verify abstract claims will increasingly doubt brand motivations. While some confidentiality protects innovations, traceability and transparency ultimately prove far more effective for earning consumer trust around proprietary methods and outcomes.
UX strategies to validate claims and build user trust:
The right mix of visibility into select proprietary details can validate overall claims of product excellence or superiority for consumers without compromising competitive advantages.
Pitfall: Claims of personalized or tailored-to-you experiences misalign with one-size-fits-all realities users encounter.
Impact: Unfulfilled customization claims diminish brand credibility.
Seeking to appeal to a wide array of consumers, brands will message their ability to deliver deeply personalized, tailored experiences that cater to individual needs and preferences. Inconsistent delivery of these customization claims can diminish credibility over time.
For example, suppose an apparel company advertises individualized outfit recommendations from advanced style profiling but sends a box of ill-fitted garbs instead. When hyped tech fails to curate fits aligned to personal shape and sizing, queue customer disappointment.
Once a committed customer realizes branded experiences reflect standardized models rather than genuinely bespoke solutions, brand integrity suffers. Brands claiming deep personalization must evolve technical and operational capabilities to consistently align customizable messaging with individualized user experiences.
If that’s not feasible, it’s important to set accurate expectations upfront on the level of customization offered to avoid overstating capabilities. Transparency is key.
UX strategies to help deliver on personalization claims:
Pitfall: Claims that over inflate ease, convenience, or speed of achieving sought-after results through product/service use.
Impact: The inability to achieve desired outcomes leads users to feel manipulated rather than empowered.
Brands often aggressively tout transformational results with messaging that implies convenience and rapid outcomes. However, when actual user experiences reveal far more incremental, hard-won progress requiring diligent effort, the friction between claims and reality can erode trust.
For example, a supplement brand liberally suggesting rapid fat burning based on a proprietary formula may inspire initial optimism. But as customers ingest pills for weeks without experiencing dramatically different results on the scale, frustration will quickly overshadow the initial optimism. The immense difficulties of achieving health goals cannot be glossed over with hype-driven shortcuts or inflated promises that fail to manifest.
Any hint of overstating ease and speed of outcomes only leads loyal users who gave a brand their trust to feel betrayed rather than empowered. While aspirational messaging has its place, credibility stems from realistic portraits of the required commitment, allowing people to weigh tradeoffs based on authentic support.
UX strategies to build trust by setting realistic expectations around effort and outcomes:
Portraying an authentic picture of the required effort ultimately nurtures more empowerment and brand affinity than superficial promises detached from realistic processes.
Regarding product marketing, consumer loyalty is won on truth, not tricks. Self-assured brands that lead with transparency and accountability when explaining products will thrive in the trust they build by delivering on promises.
By proactively avoiding common claim pitfalls that breed disappointment and embracing UX strategies to educate, provide evidence, and inform, companies hold the power to elevate from empty hype to enduring connections rooted in shared value.
With the right balance of vision and validity, brands in any industry can create products that do more than convert once – they win trust as a cornerstone of committed relationships between companies and the people they serve.
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