Q 1. Last time you read a marketing research or branding study conducted by your marketing team? 2. How easy would it be to get your hands on one? 3. Can you articulate your key brand approach components? • Ad strategy • Brand definition • Brand positioning • Intended customer communication takeaways 4. What role did your Marketing Research department play in helping you build personas? 5. Do the people who collect and analyze Web analytics share data with you to discuss how to improve UX?
“One of the biggest challenges in larger organizations is communication and usability. UX is part of corporate, and then we have four large business units, each with their own marketing and development teams – and budgets.”Director of Usability, Fortune 100 company
Problem: Management expects online communication to be bothusable and persuasive, but howcan UX designers be experts at“persuasion” without access to the right tools and info?
1. Why is this happening?2. Why is it important to get together?3. What can you do about it?
UX Practitioners Marketing ResearchBrain hemisphere … Left RightPoke their stick at … Users CustomersGet excited about … Practical, Emotional measurable actions responses and responses “Coﬀee = mother?” “Can you find the login?”
UX Practitioners Marketing ResearchWant their interface to “Achieve specified Deliver a compelling… goals with brand message, or effectiveness, promise, that leads to efficiency, and a sale satisfaction in a specified context of use”—as defined by ISO 9241-11
UX Practitioners Marketing ResearchFilter learning through Human factors / Sociologythese disciplines… HCI Information design Psychology Logic Anthropology Computer science Statistics
UX Practitioners Marketing ResearchAre always User flows Interview biasyammering about … Information Order bias architecture Interaction design Conjoint analysis Navigational Multivariate frameworks techniques Heuristics Projective techniques/laddering Hierarchical task analyses Perceptual mapping
UX Practitioners Marketing Research DemographicsMake key assumptions Personasabout their target Psychographicsaudience via… Market SegmentationMeasure short-term Greater insights Task completionresults by… into the voice of the customer (VoC)Are responsible for an How users relate to Customer needs andongoing proprietary desires as they relate tounderstanding of… technology brand
Marketing research trends… 1. Better use of Technology 2. Better tracking of Social Media Sources: Tom Anderson’s NextGen Market Research blog, Jan 2010 Temkin Group’s Experience Matters Blog: “8 Customer Experience Trends for 2011” Forrester blog: “Trends That Will Shape Market Research In 2011”
Marketing research trends… • CRM analytics/data mining • Enterprise Feedback Management (EFM) • Onsite Web analytics • Oﬀsite Web analytics: ü Social network analysis ü Blog mining ü Audience measurement and marketing eﬀectiveness Sources: Tom Anderson’s NextGen Market Research blog, Jan 2010 Temkin Group’s Experience Matters Blog: “8 Customer Experience Trends for 2011” Forrester blog: “Trends That Will Shape Market Research In 2011”
Monitor and aggregate Web traﬃc Online audience measurement tools Track and measure social media Social media management and marketing Source: Tukaiz.com, April 2010
UX Practitioners Marketing ResearchLove… Data Data Listening Listening Direct observation Direct observation Problem solving— Yep! that Aha! moment when it all makes sense
UX Practitioners Marketing ResearchUse these tools… Contextual explorations Focus groups In-depth UI interviews In-depth interviews Remote usability testing Remote interviews Ethnography Ethnography Co-discovery methods Dyads, triads Pluralistic Structured visioning walkthroughs sessions Etc. Etc.
UX Practitioners Marketing ResearchThink they are… The most The most important important person person on the on the Technology Marketing team teamKnow they are … The most The most misunderstood misunderstood person on the person on the Technology team Marketing team
UX Practitioners Marketing ResearchAre in … The customer YES! experience business!
“Usability is no longer just about eﬀectiveness and eﬃciency, it’s about creating meaningful experiences for your customers.” David Kozatch, DIG November 2010, IxDA presentation
Bring other departments into the mix… Marketing UX Marketing Research Advertising Sales Product design Customer Service Etc.
Q: When was the last time you attended a meeting in which someone from senior management or marketing discussed goals for satisfying customer experiences—both online and oﬄine—across a broad range of communications channels?
‘Chief Experience Oﬃcer’ J. Allard, former CXO/CTO Ingrid Lindberg, CXO CIGNA Microsoft’s Entertainment Division