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Why UX designers need to think like Marketers

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User experience (UX) is central to the overall customer experience of any product or service. UX's focus is moving from being object-centered to being emotional, behavioral, and experiential, and this is where design intersects with marketing and psychology. In this talk, we will discover how the fluffy stuff is essential to the user's experience of products, apps, and services everywhere. Knowing the customer, is knowing how they think, what they want, and how they want it to work. Unless you train your mind to think like a Marketer, your product will probably gather dust on app store shelf spaces, or worse, attract the consumer's anger and fury on blogs.

This popular presentation was first given at the MoDevUX conference in Washington DC and has since been requested at many other Mobile Marketing and UX gatherings and conferences around the US.

(Please contact me if you are interested in having this presentation's full text, or would like to request a live presentation).

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Why UX designers need to think like Marketers

  1. 1. WHY UX DESIGNERS NEED TO THINK LIKE MARKETERS by SAF ELMANSOUR Sr. Manager, Mobile Product Marketing GANNETT / USA TODAY
  2. 2. BAD UX Elevator Open and Close buttons
  3. 3. GOOD UX | BAD UX
  4. 4. • Bad UX is an experience that ends up making the user feel stupid through no fault of his own • Good UX is an experience that ends up making the user feel smarter (than he actually is)
  5. 5. GOOD UX IS JUST GOOD MARKETING.
  6. 6. UX & MARKETING 1. Knowing your user (segmentation / personas) 2. The Customer Journey 3. Loyalty (good UX leads to it) 4. Less guessing, more testing 5. Measurements (ROI, conversion, churn, etc.) 6. Cliché Buzzwords
  7. 7. UX Love Marketing Data Listening Direct observation Problem solving Data Listening Direct observation Problem solving Use Contextual explorations Focus groups In-depth UI interviews In-depth interviews (IDIs) Remote usability testing Remote interviews Ethnography Ethnography Want To provide the best possible user experience across all customer touch points reference: uxmatters.com
  8. 8. GOOD UX IS JUST GOOD MARKETING.
  9. 9. “A clever UI won’t prompt me to keep using this (or any) application. A positive user experience will.”
  10. 10. UX ≠ UI
  11. 11. • UX • UI Designer = Research + Design Developer = Design + HTML/CSS/JS • App Developer = BackEnd coding + HTML/CSS/JS
  12. 12. adapted from asinthecity.com
  13. 13. GOOD UX Instagram makes it look (+ feel) like you actually have talent + you get the instant social recognition
  14. 14. WHAT NEEDS TO HAPPEN? 1. Realize that CE or UX is not unit specific (it’s a company-wide mindset + core competency) 2. Share the data and... 3. Train UX and Marketing teams on each other’s roles 4. Create a Chief Experience or Chief Customer Officer 5. The competition is probably already doing it, get going!
  15. 15. YOU ARE A MARKETER. 
  16. 16. THANK YOU SAF ELMANSOUR selmansour@usatoday.com safouane@uncbusiness.net shokwav

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