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WH AT CA N WE L E A R N
F R O M M A R K E T I N G ' S
M I S TA K E S?
U X P R O F E S S I O N A L I S M :
I N T E R A C T I O N S O UT H A M E R I CA 2 0 1 7
CC BY-SA 4.0
Santiago Bustelo
User Experience Director, Kambrica
T H E PR O M I S E
1 9 5 0 ’ S : M A R K E T I N G S P R E A D I TS WI N G S
UX professionalism: What can we learn from marketing's mistakes?
“Asking customers what they think of a package
design is not a useful way to measure effectiveness.
Surveys and polls don't measure unconscious
reactions; and what consumers do, not what they
say, is what matters”.
Louis Cheskin: Color For Profit (1951)
UX professionalism: What can we learn from marketing's mistakes?
UX professionalism: What can we learn from marketing's mistakes?
UX professionalism: What can we learn from marketing's mistakes?
UX professionalism: What can we learn from marketing's mistakes?
M A R K E T I N G ’ S 

FA L L F R O M
G R AC E
1 9 9 0 ’ S -TO DAY: T H E D I S A PP O I N T M E N T
E N T I T L E M E N T
S I N # 1
Confidence
Competence
The Dunning-Kruger effect
CO M PL AC E N CY
S I N # 2
S U PE R ST I T I O N
S I N # 3
S U PE R ST I T I O N
S I N # 3
Any irrational belief or practice that arises from
• Ignorance,
• Misunderstanding of science or causality,
• Positive belief in fate or magic, or
• Fear of that which is unknown
en.wikipedia.org/wiki/Superstition
CA R G O C U LT I N G
UX professionalism: What can we learn from marketing's mistakes?
UX professionalism: What can we learn from marketing's mistakes?
R E F L E C T I N G O N UX
E N T I T L E M E N T
E N T I T L E M E N T
ST R I VI N G F O R 

E XC E L L E N C E
vs.
CO M PL A C E N CY
CO M PL A C E N CY I N T E G R I T Yvs.
Your identity is defined 

by what you choose

to say “no” to.
S U PE R S T I T I O N
S U PE R S T I T I O N UNDERSTANDINGvs.
Data
Connectedness
Understanding
Information
Knowledge
Wisdom
Understanding

relations
Understanding

patterns
Understanding

principles
Gene Bellinger, Durval Castro, Anthony Mills:

Data, Information, Knowledge, and Wisdom
Already started Not yet started
Good actions S U PP O R T I N I T I AT E
Bad actions STO P PR EVE N T
S P R E A D YO U R WI N G S .
G E T I N VO LVE D.
M A K E U S PR O U D.
Thank you!
santiago@bustelo.com.ar
UX Director, Kambrica

IxDA Buenos Aires Local Leader

C R E D I TS
• Businessman enjoys a cigar on 6th Ave in
NYC - Kevin Case (CC BY-NC-SA 2.0)
• Hey guys, there's a Schnauzer in the
'hood - Joel Jefferies (CC BY-NC 2.0)
• Burning Man 2013: Cargo Cult - BLM
Nevada Follow (CC BY 2.0)
Edsel Commercials 1957, 1958 (Ford Motor
Company), Mondo Cane (Paolo Cavara,
Franco Prosperi, Gualtiero Jacopetti) and
John Frum Day (Jack Metier) footage under
fair use according to The Center for Media &
Social Impact (CMSI) at American
University’s School of Communication in
Washington, D.C.,
All other images and videos under CC0
License (Free for commercial use, no
attribution required) or in the public
domain.
Typeset in Montserrat by Julieta Ulanovsky.

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UX professionalism: What can we learn from marketing's mistakes?

  • 1. WH AT CA N WE L E A R N F R O M M A R K E T I N G ' S M I S TA K E S? U X P R O F E S S I O N A L I S M : I N T E R A C T I O N S O UT H A M E R I CA 2 0 1 7 CC BY-SA 4.0 Santiago Bustelo User Experience Director, Kambrica
  • 2. T H E PR O M I S E 1 9 5 0 ’ S : M A R K E T I N G S P R E A D I TS WI N G S
  • 4. “Asking customers what they think of a package design is not a useful way to measure effectiveness. Surveys and polls don't measure unconscious reactions; and what consumers do, not what they say, is what matters”. Louis Cheskin: Color For Profit (1951)
  • 9. M A R K E T I N G ’ S 
 FA L L F R O M G R AC E 1 9 9 0 ’ S -TO DAY: T H E D I S A PP O I N T M E N T
  • 10. E N T I T L E M E N T S I N # 1
  • 12. CO M PL AC E N CY S I N # 2
  • 13. S U PE R ST I T I O N S I N # 3
  • 14. S U PE R ST I T I O N S I N # 3 Any irrational belief or practice that arises from • Ignorance, • Misunderstanding of science or causality, • Positive belief in fate or magic, or • Fear of that which is unknown en.wikipedia.org/wiki/Superstition
  • 15. CA R G O C U LT I N G
  • 18. R E F L E C T I N G O N UX
  • 19. E N T I T L E M E N T
  • 20. E N T I T L E M E N T ST R I VI N G F O R 
 E XC E L L E N C E vs.
  • 21. CO M PL A C E N CY
  • 22. CO M PL A C E N CY I N T E G R I T Yvs.
  • 23. Your identity is defined 
 by what you choose
 to say “no” to.
  • 24. S U PE R S T I T I O N
  • 25. S U PE R S T I T I O N UNDERSTANDINGvs.
  • 27. Already started Not yet started Good actions S U PP O R T I N I T I AT E Bad actions STO P PR EVE N T
  • 28. S P R E A D YO U R WI N G S . G E T I N VO LVE D. M A K E U S PR O U D.
  • 29. Thank you! santiago@bustelo.com.ar UX Director, Kambrica
 IxDA Buenos Aires Local Leader
 C R E D I TS • Businessman enjoys a cigar on 6th Ave in NYC - Kevin Case (CC BY-NC-SA 2.0) • Hey guys, there's a Schnauzer in the 'hood - Joel Jefferies (CC BY-NC 2.0) • Burning Man 2013: Cargo Cult - BLM Nevada Follow (CC BY 2.0) Edsel Commercials 1957, 1958 (Ford Motor Company), Mondo Cane (Paolo Cavara, Franco Prosperi, Gualtiero Jacopetti) and John Frum Day (Jack Metier) footage under fair use according to The Center for Media & Social Impact (CMSI) at American University’s School of Communication in Washington, D.C., All other images and videos under CC0 License (Free for commercial use, no attribution required) or in the public domain. Typeset in Montserrat by Julieta Ulanovsky.