In the early stages of a startup, teams have to make all kinds of decisions based on guesses and assumptions about their product or service.
Customers expect an experience with a company nowadays. It's not enough to just evaluate the product or service alone. People want the whole package- the Beyoncé kind of model/actress/singer triple threat of products. This experience starts with the ease of signing up, moves on to the design and aesthetics of a product, and follows through with each communication or message you have with your customer.