How to develop survey questions for measuring experience in a unique context?

When there are existing survey questions for gauging experience, it is easy to run a survey with those questions, collect data, and run appropriate analyses to measure experience. The measurement can help predict the impact of the experience on a few outcomes such as repeat use/purchase intentions. For example, there are scales available for measuring experience with some apps.

However, what about measuring experience in a novel context? For example, if a company is launching a new tech with lots of new features in a new market - what should the company use to measure experience with the new product/service?