As web professionals, marketers, or small business owners, we need to have a deeper understanding of our end-users and provide rich and engaging experiences that keep them coming back. This session will touch on what user experience (UX) is, how it’s related to marketing, and how you can use UX to boost brand perception and loyalty.

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!
Embracing UX in the Marketing World
Ashley Sorenson, PhD

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Ashley Sorenson, PhD
UX Strategist
Mom
Researcher
Technology nerd
10 years of helping companies understand their users

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Marketing communicates the value

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User Experience designs the expereicne

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Marketing may have been the first touch point, but
seamlessly the customer continued to experience the
brand and product

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What is UX?
It encompasses all aspects of the end-user's interaction with
your brand, its services, and its products.

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User Experience Terms
UX
UXD
User Interface
Usability
Human Centered Design
User Centered Design
Behavioral Science

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UX " Usability

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Beautiful Interfaces

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Products

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UX in the Marketing World
How is UX connected?
Advertising
#
Experience Evolved
#
Interaction Opportunities

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People | Technology

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Modern Users in a Digital World

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Quality of Experience
$
FIND
%
ACCESS
⋆
REVIEW
'
BUY
79% of customers admit to searching for another site if the one they landed on
does not live up to expectations

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Mobile Experience
65%
Digital Media
Time
Local Searches
Converting
Bad Mobile
Experience = Less
Engagement
80% 52%
Source: https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic

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How are you reaching your users?
Print Digital Mobile( (

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Research Approaches
Qualitative
Quantitative
Market Research
UX Research
Satisfaction with Check Out Process
Net Promoter Score
User Needs Assessment
Task Completion
Increase in App Feature Usage
Shopping Cart Conversions
Social Engagement
Competitive Comparisons
Brand Awareness
Increased App Downloads

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How do you boost brand loyalty & perceptions?

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Know Your Users

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Empathy
the ability to understand and share the feelings of another

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Elements of UX
Peter Morville’s UX Honeycomb
Useful
Valuable
Credible
Accessible
DesirableUsable
Findable

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Elements of UX
Useful
Valuable
Credible
Accessible
DesirableUsable
Findable

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Elements of UX
Useful

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Usable
aka Usability
Learnability
How quickly can you learn it?
Memorability
How quickly can you remember how to use it?
Efficient
How quickly can you perform tasks?
Errors
How often do you run into errors?
Satisfaction
How much do you enjoy using it?
Useful
Valuable
Credible
Accessible
Desirable
Usable
Findable

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Elements of UX
Usable

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Elements of UX
Useful
Valuable
Credible
Accessible
DesirableUsable
Findable

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Elements of UX
Findable

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Elements of UX
Findable

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Elements of UX
Useful
Valuable
Credible
Accessible
DesirableUsable
Findable

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Elements of UX
Credible

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Elements of UX
Useful
Valuable
Credible
Accessible
DesirableUsable
Findable

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Elements of UX
Accessible

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Elements of UX
Useful
Valuable
Credible
Accessible
DesirableUsable
Findable

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Elements of UX
Desirable

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Elements of UX
Useful
Valuable
Credible
Accessible
DesirableUsable
Findable

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Elements of UX
Valuable

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What can you do today?
Know your users and document it
Think Like a UXer
Elevate the Experience

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UX IS NO
LONGER
OPTIONAL

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)
Thanks for your time
Give me a shout!
hello@ashleyrsorenson.com
* @arsorenson