Why UX Practitioners and Marketing Researchers need to take the lead in working together to enhance the user experience and what you can do about it New trends in marketing and marketing research will profoundly impact UX designers and researchers. This IGNITE presentation is an introduction to a series presented at the UPA 2012 international conference meant to start the conversation re: what you can do to get the two disciplines to play well together to better serve the customer, elevate the importance of UX within the organization, and ensure the success of your business.

1. Lets get Together, People:
Why UX Practitioners and Marketing Researchers need to
join forces NOW.
David Kozatch, DIG
@dkozatch

2. Marketing/
UX Marketing Sales Guys
Research the
floo

3. We’re different.

4. Marketing Research
Left brain
Poke stick at: users
Practical, measurable
actions and responses
Right brain
Poke stick at: customers
Emotional responses
UX Practitioners

5. Marketing Research
“Achieve specified goals
with
effectiveness, efficiency, a
nd satisfaction in a
specified context of use”—
as defined by ISO 9241-11
Deliver a
compelling
brand
message, or
promise, that leads
to a sale
UX Practitioners

6. Marketing Research
Human factors
/ HCI
Information
design
Logic
Computer science
Sociology
Psychology
Anthropology
Statistics
UX Practitioners

7. Marketing Research
UX Practitioners

8. Marketing Research
How
users
relate to
proprietary
Technology
Customer
needs
and desires
as they relate
to the
“Brand”
UX Practitioners

9. WTF?
UX

10. The
Big 5.
1. Surveys
(plus 1) 2. Focus Groups
3. Personal interviews
4. Observation/Ethnography
5. Field trials/test markets
6. “Big Data”/Analytics

11. The heat is on.

12. Customer Journey.
Old…
1. Awareness
2. Consideration
3. Inquiry
4. Purchase
5. Retention

13. Customer Journey.
New…
Old… 1. Awareness
1. Awareness 2. Consideration
2. Consideration 3. Trial
3. Inquiry 4. Conversion
4. Purchase 5. Loyalty
5. Retention 6. Advocacy

14. Persuasive design.
Convert to a user or
the dog gets it!

15. Trust = Loyalty?

16. Net Promoter Score.
%
% Detractors
(0-6) NPS
Promoters
(9-10)

17. a.k.a
The
Beyonce
Score
“If you like it, then you shoulda put a ring on it”

18. Advocacy.

19. (New) Customer Journey..
Advocacy Awareness
Loyalty
Consideration
Conversion
Trial

20. Gamification, data
mining, Web 2.0, Off-
site web
analytics, etc.
UX MR