How UX makes Marketing more effective
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This talk was delivered at MarTech London. Marketing and UX are often seen as two disciplines separated by a common cause, but UX can significantly improve your marketing and don't just believe me: see what Marketing prophets are saying...
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How UX makes Marketing more effective
- 1. UX User Experience Architecture How User Experience Makes Marketing More Effective
- 2. “Recent and not-too-distant developments for both marketing and tech alike mean that forging the relationship between marketing and UX is especially important” – Digital Marketing Magazine
- 3. Involve UX
- 5. Companies
- 6. Marketing Marketing and UX have very different core values. Shared goal : Make people want it!
- 9. Intuitive functional utilityIntuitive functional utility (Make life easier / better) What is UX?
- 11. Research analytics (quant) gorilla testing (qual) online surveys (quant) focus groups (qual) stakeholder interviews (qual) Initial PreBuild User Journey reviews Prototype usability testing Post Launch A/B testing Customer feedback
- 12. superficial basic The importance of Testing Rule 1: Never assume anything
- 13. Maslow's hierarchy of needs superficial basic Rule 1: Never assume anything
- 15. UX and UI Architects, Designers and Developers
- 16. The biggest problem in UX today UX Designer UI Designer
- 17. UX Design Prototype, test, etc UX Architecture User journeys, Information Architecture and ideation, etc UX Research Business goals, User needs, Data, etc UI UX UX / UI the model Visual Design UI Design Coder UI Developer
- 18. Unicorns UX/UI unicorns are dead
- 19. Unicorns Horrible things happen when you try to cross UX with UI
- 20. Difference between UI and UX : Tools Photoshop Illustrator Omnigraffle Ethnography, taxonomy, card sorting UI UX User stories and user journeys Wire frames and prototypes Psychology or neuroscience User and stakeholder interviews and research Data analysis
- 21. UX & Marketing UX UI Design
- 22. Good UX means the user has to think even less about the task Bad UX means the user has to think more about the tool than the task Good UX / Bad UX UX UX
- 23. UX Process Flow
- 24. So, how does UX make marketing more effective? People want a personalisation, convenience and utility. UX delivers that. Businesses want conversions and loyalty UX delivers that UX will ensure you’re delivering something that works - Right first time. Though time is required for the research, this always saves time and money from design and coding
- 25. – Digital Marketing Magazine “As important a role as the capability of the technology plays, it can all be undone if the end- experience is poor” Don’t believe me, believe the Marketing experts
- 26. - CIO.com “User experience is the most critical component in your digital marketing campaign”
- 27. – Hubspot Marketing “Creating a great user experience is its own form of marketing”
- 28. – CIO Online Magazine “In the age of digital marketing, UX is not optional. Customers have come to expect and prioritize things like convenience and personalization.”
- 29. – Content Marketing Institute “Just like a well-thrown party, user experience (UX) combined with terrific content can have an outsize impact on your customers. Poor UX can drown out great content. Great UX influences brand attraction and engenders trust.”
- 30. UXUser Experience Architecture Sean McSharry : UX Consultant Twitter: LinkedIn: Email: seanmcsharry@logicbureau.com https://uk.linkedin.com/in/seanmcsharry @logicbureau
Hinweis der Redaktion
- Leave here understanding UX CAN’T COVER ALL OF UX
- still DOESN’T HAPPEN ENOUGH Two DISCIPLINES DIVIDED by a common GOAL EG. Business - post - engineering - marketing UX COLLABORATOR - CUSTOMER CENTRIC Devs - “Nobody asked me”
- Bad things happen UX collaborate
- But enough about you, let’s talk about me quickly Cv COMES on TOILET ROLL PEDEGREE UNICORN
- But enough about me Marketing seeks to PERSUADE a user UX asks the user “WHAT do YOU want?” and persuades the business MARKETING CREATES the DESIRE in a customer UX is about ENABLING DESIRES
- COMMUNICATION. Copy writers and creative designers were the kings and queens
- EXPERIENCE INTERACTIVE Multi sensory solution co-ordinate across platforms UX is the king and queen now
- sex alone does not sell - CV I can recommend a therapist after this RESEARCH and TESTING are important for this
- You cannot deliver utility without testing
- Observation allows you to uncover opportunities
- You could build on this It seems reasonable not to question this It doesn’t mean your solution will FAIL ABYSMALLY It means someone else will SUCCEED FANTASTICALLY
- You could build on this It seems reasonable not to question this It doesn’t mean your solution will FAIL ABYSMALLY It means someone else will SUCCEED FANTASTICALLY
- TEST and COLLABORATE You’re not thinking like a user My job was to build a path My job was to build a zebra crossing If this was a user test you’d have failed Your customer would have gone somewhere else
- Who does what?
- Does anyone know the difference between a UX designer and UI designer? HANDS UP and Question
- UX is clear to me. UX Research - business, financial (MEASURE RoI), analytics, competitor (STEAL), users, unknown unknowns UX Design - responsive, map user stories into journeys, review and share functional requirements with systems etc UX Architecture - prototype iteration UI MUST NOT BREAK UX Expense of UI design and dev not incurred until after UX Architecture
- because the skills required are so broad and deep
- because the skills required are so broad and deep
- Anybody NOT know what this is? Great UX is great Marketing It builds long term interest, advocacy, conversion and brand loyalty
- WOW, Brand “X” doesn’t get me They make my life harder, not better They have no EMPATHY for me Their are consequences to getting it wrong? BAD - Customer GOES SOMEWHERE ELSE GOOD - You are the SOMEWHERE ELSE THEY GO
- …because good marketing will engage the customer for a few months, but good UX will engage them for years Don’t rush to market - your product will be there for a long time Collaborate & customer centric
- Quotes from reliable sources…not me
- Don’t forget to tip you waitress