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Merging UX and Inbound Marketing

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What are the similarities between User Experience Design and Inbound Marketing? And why is it so important for business strategies to encompass both? In this talk, I cover how UX and Inbound Marketing share common principles, discuss the ways in which they're intended to work together, and share a look at my personal UX process.

This talk was given at a HubSpot event in Rio de Janeiro, Brazil.

Published in: Design

Merging UX and Inbound Marketing

  1. 1. Austin Knight Senior UX Designer at HubSpot UX Design Inbound Marketing &
  2. 2. UX Design Inbound Marketing A deep-thinking, objective, goal-oriented, adaptable, and well-informed way of designing every aspect of a system and it’s experience. A friendly, data-driven, and value-focused way of naturally attracting customers to a brand and engaging with them. @ustinKnight
  3. 3. UX Design Inbound Marketing A human-centered approach to design A human-centered approach to marketing @ustinKnight
  4. 4. HUMAN-CENTERED @ustinKnight
  5. 5. Provide a great experience @ustinKnight
  6. 6. Provide a great experience But there’s a problem! @ustinKnight
  7. 7. PRE-SITE Social media posts, search results, paid ads This is what we think about @ustinKnight
  8. 8. PRE-SITE ON-SITE POST-SITE Social media posts, search results, paid ads Landing page, navigation, blog structure, checkout or conversion flow. Sales or Support representative, email follow-up. @ustinKnight
  9. 9. By: Jane Doe What tools do you use to get your online marketing work done? Can you do all the same work of a digital marketer, and do it for free? TRY OUR FREE MARKETING TOOL Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that offer such value for so little. Here’s the list I came up with for free alternatives to paid tools. I’d love to know what you think! 31 Marketing Tools for Startups This is what we think about @ustinKnight
  10. 10. By: Jane Doe What tools do you use to get your online marketing work done? Can you do all the same work of a digital marketer, and do it for free? TRY OUR FREE MARKETING TOOL Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that offer such value for so little. Here’s the list I Join our email list Name Submit TechRev Services Pricing Blog Contact Us Email GET STARTED 31 Marketing Tools for Startups @ustinKnight
  11. 11. By: Jane Doe What tools do you use to get your online marketing work done? Can you do all the same work of a digital marketer, and do it for free? TRY OUR FREE MARKETING TOOL Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that Join our email list Name Submit TechRev Services Pricing Blog Contact Us Email GET STARTED 31 Marketing Tools for Startups Get 50% off when you sign up today REDEEM YOUR OFFER @ustinKnight
  12. 12. Get 50% off when you sign up today REDEEM YOUR OFFER By: Jane Doe What tools do you use to get your online marketing work done? Can you do all the same work of a digital marketer, and do it for free? TRY OUR FREE MARKETING TOOL Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that Join our email list Name Submit TechRev Services Pricing Blog Contact Us Email GET STARTED 31 Marketing Tools for Startups Sign up for an exclusive offer! SIGN ME UP X @ustinKnight
  13. 13. Get 50% off when you sign up today REDEEM YOUR OFFER By: Jane Doe What tools do you use to get your online marketing work done? Can you do all the same work of a digital marketer, and do it for free? TRY OUR FREE MARKETING TOOL Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that Join our email list Name Submit TechRev Services Pricing Blog Contact Us Email GET STARTED 31 Marketing Tools for Startups Sign up for an exclusive offer! SIGN ME UP X Don’t leave yet! SIGN ME UP Sign up today and we’ll give you our product for free! Just sign up! X @ustinKnight
  14. 14. is kingContent @ustinKnight
  15. 15. is kingContext @ustinKnight
  16. 16. UX Design A human-centered approach to design Inbound Marketing A human-centered approach to marketing @ustinKnight
  17. 17. UX Design A human-centered approach to design Inbound Marketing A human-centered approach to marketing @ustinKnight
  18. 18. UX Design Inbound Marketing DESIGNER MARKETER @ustinKnight
  19. 19. MARKETER DESIGNER UX Design Inbound Marketing @ustinKnight
  20. 20. MARKETER @ustinKnight
  21. 21. DESIGNER @ustinKnight
  22. 22. Example Tools Fundamentals Statistics @ustinKnight
  23. 23. THE FUNDAMENTALS OF UX DESIGN 1 @ustinKnightuxd.to/guide
  24. 24. What is UX? @ustinKnightuxd.to/guide User Experience (UX) involves all interactions that a user has with a particular product, system or service. It is the process of enhancing user satisfaction by improving the usability, ease of use, and pleasure provided in the interaction between the user and the product. It is human-centered, data-inspired design that assists both the users and the business in achieving their goals. Web UX involves the strategy, research, analysis, design, implementation, measurement, and iteration of a website.
  25. 25. What is UX? @ustinKnightuxd.to/guide It is human-centered, data-inspired design that assists both the users and the business in achieving their goals.
  26. 26. Principles @ustinKnightuxd.to/guide 1. The design is based upon an explicit understanding of users, tasks and environments 2. Users are involved throughout design and development 3. The design is driven and refined by user-centered evaluation 4. The process is iterative 5. The design addresses the whole user experience 6. The design team includes multidisciplinary skills and perspectives
  27. 27. Process @ustinKnightuxd.to/guide Lean UX
  28. 28. Process @ustinKnightuxd.to/guide
  29. 29. Process @ustinKnightuxd.to/guide
  30. 30. Process @ustinKnightuxd.to/guide Think Make Check Strategy Research Analysis Design Implementation Measuring Iteration Competitive analysis Stakeholder interviews Brainstorming KPI definition Value proposition Ecosystem map Mood boards Story boards Analytics review Surveys Content audit User interviews Card sorting Heuristic review User testing analysis A/B testing Analytics review Personas Scenarios Mental models Use cases User flows Heuristic review User testing analysis Collaborative design Taxonomies Sketches Wireframes Mockups Prototypes User testing Code development QA testing Beta and public launch Analytics review KPI performance Heat mapping Scroll mapping User testing Bug fixes Qualitative user feedback Quantitative feedback User pain point reduction Feature innovation
  31. 31. Process @ustinKnightuxd.to/guide THINK MAKE CHECK Scenarios Wireframes Heat Maps
  32. 32. Thoughtful solutions @ustinKnightuxd.to/guide
  33. 33. Why should we care about UX? @ustinKnightuxd.to/guide
  34. 34. STATISTICS RELATED TO UX 2 @ustinKnightuxd.to/guide
  35. 35. Why should we care about UX? @ustinKnightuxd.to/guide 94% of a user’s first impressions of a brand result from the design of its website. USERS CARE ABOUT DESIGN
  36. 36. Why should we care about UX? @ustinKnightuxd.to/guide 79% of users will go to a different site if they don’t immediately find what they’re looking for USERS ARE IMPATIENT
  37. 37. Why should we care about UX? @ustinKnightuxd.to/guide The average user will leave a website and not return if it does not load in 3 seconds. USERS ARE IMPATIENT
  38. 38. Why should we care about UX? @ustinKnightuxd.to/guide A one second page load delay would cost Amazon $1.6 Billion in sales per year. USERS ARE IMPATIENT
  39. 39. Why should we care about UX? @ustinKnightuxd.to/guide 50 million mobile apps are downloaded every day. 95% are abandoned within a month. USERS ARE IMPATIENT
  40. 40. Why should we care about UX? @ustinKnightuxd.to/guide 25% of apps are abandoned after a single day. USERS ARE IMPATIENT
  41. 41. Why should we care about UX? @ustinKnightuxd.to/guide Over 220 million desktop users and 420 million mobile users run an ad blocker. USERS VALUE GOOD EXPERIENCES
  42. 42. Why should we care about UX? @ustinKnightuxd.to/guide You are 64 times more likely to climb Mount Everest than click on a banner ad. USERS VALUE GOOD EXPERIENCES
  43. 43. Why should we care about UX? @ustinKnightuxd.to/guide Spotify’s 10 second Snapchat ad received 26 million views, causing a 30% lift in subscription intent. USERS VALUE GOOD EXPERIENCES
  44. 44. Why should we care about UX? @ustinKnightuxd.to/guide This Taco Bell lens received 244 million views on Snapchat in a single day. The average user plays with a lens for 22 seconds. USERS VALUE GOOD EXPERIENCES
  45. 45. Why should we care about UX? @ustinKnightuxd.to/guide Google now punishes sites that are not mobile optimized, have mobile pop-ups, or are not using SSL encryption. USERS VALUE GOOD EXPERIENCES
  46. 46. @ustinKnightuxd.to/guide In 10 years, a $10,000 investment in design centric companies would have yielded returns 228% greater than the same investment in the S&P. Why should we care about UX? UX IS A GOOD INVESTMENT
  47. 47. Why should we care about UX? @ustinKnightuxd.to/guide  ơ ſ
  48. 48. Why should we care about UX? @ustinKnightuxd.to/guide
  49. 49. uxd.to/guide @ustinKnight UX is growing globally
  50. 50. google.com/trends @ustinKnight
  51. 51. designerhangout.co @ustinKnight
  52. 52. kpcb.com/internet-trends @ustinKnight User behavior is changing
  53. 53. kpcb.com/internet-trends @ustinKnight
  54. 54. kpcb.com/internet-trends @ustinKnight
  55. 55. kpcb.com/internet-trends @ustinKnight
  56. 56. kpcb.com/internet-trends @ustinKnight
  57. 57. kpcb.com/internet-trends @ustinKnight
  58. 58. kpcb.com/internet-trends @ustinKnight
  59. 59. kpcb.com/internet-trends @ustinKnight
  60. 60. kpcb.com/internet-trends @ustinKnight
  61. 61. @ustinKnight Understand your audience
  62. 62. How is this actually done? @ustinKnight
  63. 63. UX DESIGN AT HUBSPOT 3 @ustinKnight
  64. 64. @ustinKnight
  65. 65. Analytics Review @ustinKnight
  66. 66. Heat Mapping and Scroll Mapping @ustinKnight
  67. 67. Session Recordings @ustinKnight
  68. 68. User Testing @ustinKnight
  69. 69. Stakeholder and Customer Interviews @ustinKnight
  70. 70. Unsolicited Feedback @ustinKnight
  71. 71. Wireframes @ustinKnight
  72. 72. Mockups @ustinKnight
  73. 73. Interactions @ustinKnight
  74. 74. Smart Content @ustinKnight
  75. 75. Accessibility @ustinKnight
  76. 76. Internationalization @ustinKnight
  77. 77. Code Development @ustinKnight
  78. 78. QA Testing @ustinKnight
  79. 79. @ustinKnight
  80. 80. @ustinKnight
  81. 81. Conversion Rate
 (22% Actual Increase to Product Pages)○ Exit Rate
 (18% Actual Decrease in Exit Rate)○ Pain Point Behaviors
 (FAQ, Search Queries, Misguided Clicks)○ @ustinKnight
  82. 82. What are the ideal tools for UX Design? uxd.to/guide @ustinKnight
  83. 83. TOOLSWORTH USING 4 uxd.to/guide @ustinKnight
  84. 84. uxd.to/guide @ustinKnight Think • UserTesting.com • Hotjar • CrazyEgg • Usabilla • UsabilityHub • Optimal Workshop Make • Gliffy • XMind • Balsamiq / Axure • Sketch / Photoshop • InVision / Adobe XD Marvel / Webflow
 UXPin / Keynote Check • Google Analytics • HubSpot • Mixpanel • KISSmetrics • Optimizely
  85. 85. uxd.to/guide @ustinKnight
  86. 86. @ustinKnight Design Marketing
  87. 87. @ustinKnight AustinKnight.com uxd.to/guide @HubSpot HubSpot.com

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