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Marketing is the new UX frontier

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User experience is traditionally thought of in the context of a service or product experience. Today, the marketing department is knocking on UX’s door to come out and play.
In this session I talk about the forces that are creating tighter connections between UX, Product, and Marketing teams. Drawing from my own experience as well as those of other startups, I show how UX and Marketing teams can work together, explain the connective tissues between these functions, and demonstrate how user experience design methods can be applied in a marketing setting.

Veröffentlicht in: Marketing
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Marketing is the new UX frontier

  1. 1. Marketing is the New UX Frontier Fluxible | September 2014 @amritachandra
  2. 2. Marketing + UX: Why Now?
  3. 3. That time a marketer stumbled into UX
  4. 4. Examples of UX in a marketing context
  5. 5. Marketing + UX: Why Now?
  6. 6. My first startup job
  7. 7. Broader appreciation of design’s value
  8. 8. “…the folks in the C-Suite…are beginning to understand that design is a differentiator and a necessity.” Dr. Leslie Jensen-Inman Unicorn Institute
  9. 9. He used Comic Sans? WTF?!
  10. 10. Influence of startup community
  11. 11. marketing ≠ the marketing department
  12. 12. Sooner or later, you’ll prefer United. (Sooner, if you’re flying west, later, if you’re flying east.)
  13. 13. Source: badux.tumblr.com
  14. 14. That time a marketer stumbled into UX
  15. 15. Goal: Increase audiobook subscriptions
  16. 16. Our traditional marketing approach to customer segmentation was limiting
  17. 17. Jobs-to-be-Done Customers “hire” products and services to do a job for them
  18. 18. Interviewed people who subscribe to audiobook services #JTBD
  19. 19. Situation Magnetism
  20. 20. Already a habit Not a habit
  21. 21. Goal: Redesign Normative.com
  22. 22. An Interaction Designer, a Marketer and an Anthropologist walk into a bar…
  23. 23. Examples of UX in a marketing context
  24. 24. Purchase Onboarding Consumption Cancellation
  25. 25. Purchase Onboarding Consumption Cancellation
  26. 26. Purchase Onboarding Consumption Cancellation
  27. 27. “During onboarding, users are transitioning from what they believe about the product (marketing) to what the product really is (design / UX)” --Joe Robinson Circle.com
  28. 28. Purchase Onboarding Consumption Cancellation
  29. 29. Husband Passport Home
  30. 30. Purchase Onboarding Consumption Cancellation
  31. 31. Marketing is the sum of all experiences a person has with a company. --Me
  32. 32. BUT… UX and marketing folks seem like an unlikely pairing
  33. 33. You don’t get my vision because your taste is pathetic
  34. 34. UX + marketing share a common goal
  35. 35. Look around for examples of marketing made better because of great UX
  36. 36. Get to know your marketing colleagues
  37. 37. Consider all the ways in which a user experiences a brand
  38. 38. Product Social media Vendor payments Reception area Job posting Trade show booth Ads Employees Swag Media
  39. 39. “In the absence of communication among your customers, advertising rules. But when customers talk to each other, it’s the way customer experience works for each one that counts.” Martha Rogers Founder, Peppers & Rogers Group Author, Extreme Trust
  40. 40. In 2034… Marketing will be ruled by our UX overlords
  41. 41. Thank you! Find me @amritachandra Images used under a Creative Commons license thanks to these fine folks: Cover slide http://www.unsplash.com/martinstanec Snobby cat https://www.flickr.com/photos/jstove/4015377203 Eggs https://www.flickr.com/photos/nickwheeleroz Overlord https://www.flickr.com/photos/spielbrick/5001044852 Lego https://www.flickr.com/photos/stavos52093/12544827224 Nickelback https://www.flickr.com/photos/rockandracehorses/194474897 Audiobooks listener https://www.flickr.com/photos/chriszerbes/599145138 Grandma https://www.flickr.com/photos/mzec/1741550429 Startups https://www.flickr.com/photos/techcrunch/8693245674 Marketing department cubicle https://www.flickr.com/photos/lokner/4164251472 Porter Airlines https://www.flickr.com/photos/danielle_scott/4024220811 Customer lego figures https://www.flickr.com/photos/stavos52093 Postits https://www.flickr.com/photos/arrighi/8562416557 Woohoo https://www.flickr.com/photos/gerardstolk/6876075003 Inside outside https://www.flickr.com/photos/bitzcelt/484986083 Confused https://www.flickr.com/photos/b-tal/163450213 Customer https://www.flickr.com/photos/zurichtourism/5160485957 Now Hiring https://www.flickr.com/photos/wolftone