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Role of Marketing
in User Experience
Aditya Aryatama
User Experience Team
Telkom R&D Center
Agenda
1.
2.
3.
4.
5.

Short brief of marketing and UX
Market Segmentation
Value Proposition
Consumer Behavior
Market Rese...
Marketing
Get the
attention of
target
audiences
Buying &
Selling
Activities

4 „P‟ s

Marketing
end-users‟
perceptions as
they interact
with a product
or service

•
•
•
•

Effectiveness
Efficiency
Emotional satisfactio...
The Difference
Marketing

UX

Organization Focus

Brand

Product

People

Customer (Clients)

Users (Consumers)

Focus On
...
The Difference
Marketing

UX

Participants in studies

Group or Multiple
Eg: FGD

Single (one-on-one)
Eg: User interview

...
But,
Experience

User
is
NOT THE SAME
it complete
as each other
Marketing
How Does Marketing and UX
Related?

Marketing
help build
product/brand

UX helps
create
product/brand
Bermuara pada PEOPLE
Ease
of Use

Product

Easy
to
learn

Enga
ging

Positioni
ng

Price

UX

Marketing
Error
free
Promo
t...
Perkembangan User Experience

1980’s
•
•
•
•
•

Power
Speed
Reliability
Features
Internally driven
business processes
• Ex...
Market Segmentation
Market Segmentation for
Needfinding
By geography
By
demographics

By product &
services

By channel

Segmentation

By cons...
Value Proposition
Value Proposition for UI
Development
Identification
And
Profiling

• Know the customer
• Know the product, service
and ide...
Apa saja yang menjadi perhatian/fokus untuk
Value Proposition?
Successful value propositions share
three characteristics
• First, they focus on value meaningful
to target customers
• Se...
Consumer Behavior
Consumer Behavior for Building
Persona
What consumer want to gain
•
•
•
•
•
•
•
•
•
•
•
•
•
•

Health
Popularity
Praise fr...
Consumer Behavior for Building
Persona
What consumer want to be

What they want to do

•
•
•
•
•
•
•
•
•

• Express their
...
Market Research
• Identify a strong market and show
the company that certain price
ranges could be more competitive
than others, and that ...
Phase of Research
Strategizing
Phase
Designing
Phase
Product
Development

• Demographic, price, age groups, income
ranges,...
User
Marketing
Experience
So, how marketing and UX
Shared collaborate to generate
Shared customer focus
cancustomer focus
...
Role of Marketing in UX
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Role of Marketing in UX

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Role of Marketing in UX

  1. 1. Role of Marketing in User Experience Aditya Aryatama User Experience Team Telkom R&D Center
  2. 2. Agenda 1. 2. 3. 4. 5. Short brief of marketing and UX Market Segmentation Value Proposition Consumer Behavior Market Research
  3. 3. Marketing
  4. 4. Get the attention of target audiences Buying & Selling Activities 4 „P‟ s Marketing
  5. 5. end-users‟ perceptions as they interact with a product or service • • • • Effectiveness Efficiency Emotional satisfaction Quality of the relationship with the entity that created the product or service
  6. 6. The Difference Marketing UX Organization Focus Brand Product People Customer (Clients) Users (Consumers) Focus On Preferences and Likes Performance and Habits Measures Tastes and Interests Tasks and Activities Studies rely on -Responses -What customer says -Experiences -What users did/doing Time and tense Future Eg: Will you buy..? Past and Present Eg: How did you go to do that..? Revolves around -Brand organization (MOSTLY) - Product and services -Products (MOSTLY) -Services
  7. 7. The Difference Marketing UX Participants in studies Group or Multiple Eg: FGD Single (one-on-one) Eg: User interview Help to asses Price and features of the product Problems, needs and opportunities Understanding of.. Purchase, interest to buy Usage, experiencing the the products/services product or services
  8. 8. But, Experience User is NOT THE SAME it complete as each other Marketing
  9. 9. How Does Marketing and UX Related? Marketing help build product/brand UX helps create product/brand
  10. 10. Bermuara pada PEOPLE Ease of Use Product Easy to learn Enga ging Positioni ng Price UX Marketing Error free Promo tion Place Efficienc y Effective ness
  11. 11. Perkembangan User Experience 1980’s • • • • • Power Speed Reliability Features Internally driven business processes • External support 1995 • • • • • Optimize usability Reduce workload Minimize errors Transfer learning Embedded support Today • Mkt. segmentation • Value proposition • Human behavior & Emotional needs • Experience as brand • Influence of consumer technologies • Simplicity
  12. 12. Market Segmentation
  13. 13. Market Segmentation for Needfinding By geography By demographics By product & services By channel Segmentation By consumer needs
  14. 14. Value Proposition
  15. 15. Value Proposition for UI Development Identification And Profiling • Know the customer • Know the product, service and idea • Know the competitor Value Proposition • Identify effective VP • Express VP very clearly • Testing and measuring VP A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea.
  16. 16. Apa saja yang menjadi perhatian/fokus untuk Value Proposition?
  17. 17. Successful value propositions share three characteristics • First, they focus on value meaningful to target customers • Second, the positioning statement convey the value of the brand, briefly and effectively. It must be precise, tangible and credible • Third, the value promised in the proposition must be consistent with the goals of the business unit as a whole.
  18. 18. Consumer Behavior
  19. 19. Consumer Behavior for Building Persona What consumer want to gain • • • • • • • • • • • • • • Health Popularity Praise from others Pride accomplishment Self confidence Time Improved appearance Comfort Advancement Money Security in old age Leisure Increased enjoyment Personal prestige What consumer want to save or reduce • • • • • • • • Time Discomfort Risks Money Worry Embarrassment Work Doubts
  20. 20. Consumer Behavior for Building Persona What consumer want to be What they want to do • • • • • • • • • • Express their personalities • Satisfy their curiosity • Appreciate beauty • Win others‟ affection • Resist domination by others • Emulate the admirable • Acquire or collect things • Improve themselves generally Good parents Creative Efficient Recognized authorities Up to date Gregarious “First” in things Sociable, hospitable Proud of their possessions • Influential over others
  21. 21. Market Research
  22. 22. • Identify a strong market and show the company that certain price ranges could be more competitive than others, and that certain demographic groups are worth targeting. • Gives an organization an area to focus on, or an idea of a product line that could be profitable. Market Research User Research • Conducts a deep dive study inspired by ethnographic methods, with smaller samples to understand what people do with the product • Provide insight into innovation, designs, and iterations of a particular product idea.
  23. 23. Phase of Research Strategizing Phase Designing Phase Product Development • Demographic, price, age groups, income ranges, geographic information, where want to sell etc. • Hallway test • No marketing involvement • Based around the feedback from small samples users. • Validation test • Price identification
  24. 24. User Marketing Experience So, how marketing and UX Shared collaborate to generate Shared customer focus cancustomer focus Messaging and UX initiative Messaging and UX customer satisfactioninitiative must match must match Incorporate marketing into Focus on leading to profit?user needs the development process through product experience Define key user experience capabilities Highlight key user experience capabilities Leverage brand attributes for consistent experience Leverage unique product design

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