Marketing is the new UX frontier
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User experience is traditionally thought of in the context of a service or product experience. Today, the marketing department is knocking on UX’s door to come out and play. In this session I talk about the forces that are creating tighter connections between UX, Product, and Marketing teams. Drawing from my own experience as well as those of other startups, I show how UX and Marketing teams can work together, explain the connective tissues between these functions, and demonstrate how user experience design methods can be applied in a marketing setting.
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Marketing is the new UX frontier
- 1. Marketing is the New UX Frontier Fluxible | September 2014 @amritachandra
- 2. Marketing + UX: Why Now?
- 3. That time a marketer stumbled into UX
- 4. Examples of UX in a marketing context
- 5. Marketing + UX: Why Now?
- 6. My first startup job
- 8. Broader appreciation of design’s value
- 9. “…the folks in the C-Suite…are beginning to understand that design is a differentiator and a necessity.” Dr. Leslie Jensen-Inman Unicorn Institute
- 10. He used Comic Sans? WTF?!
- 11. Influence of startup community
- 15. marketing ≠ the marketing department
- 16. Sooner or later, you’ll prefer United. (Sooner, if you’re flying west, later, if you’re flying east.)
- 22. That time a marketer stumbled into UX
- 23. Goal: Increase audiobook subscriptions
- 24. Our traditional marketing approach to customer segmentation was limiting
- 25. Jobs-to-be-Done Customers “hire” products and services to do a job for them
- 26. Interviewed people who subscribe to audiobook services #JTBD
- 28. Already a habit Not a habit
- 31. An Interaction Designer, a Marketer and an Anthropologist walk into a bar…
- 35. Examples of UX in a marketing context
- 36. Purchase Onboarding Consumption Cancellation
- 37. Purchase Onboarding Consumption Cancellation
- 44. Purchase Onboarding Consumption Cancellation
- 45. “During onboarding, users are transitioning from what they believe about the product (marketing) to what the product really is (design / UX)” --Joe Robinson Circle.com
- 56. Purchase Onboarding Consumption Cancellation
- 63. Purchase Onboarding Consumption Cancellation
- 70. Marketing is the sum of all experiences a person has with a company. --Me
- 71. BUT… UX and marketing folks seem like an unlikely pairing
- 73. You don’t get my vision because your taste is pathetic
- 76. UX + marketing share a common goal
- 78. Look around for examples of marketing made better because of great UX
- 80. Get to know your marketing colleagues
- 82. Consider all the ways in which a user experiences a brand
- 83. Product Social media Vendor payments Reception area Job posting Trade show booth Ads Employees Swag Media
- 84. “In the absence of communication among your customers, advertising rules. But when customers talk to each other, it’s the way customer experience works for each one that counts.” Martha Rogers Founder, Peppers & Rogers Group Author, Extreme Trust
- 85. In 2034… Marketing will be ruled by our UX overlords
- 86. Thank you! Find me @amritachandra Images used under a Creative Commons license thanks to these fine folks: Cover slide http://www.unsplash.com/martinstanec Snobby cat https://www.flickr.com/photos/jstove/4015377203 Eggs https://www.flickr.com/photos/nickwheeleroz Overlord https://www.flickr.com/photos/spielbrick/5001044852 Lego https://www.flickr.com/photos/stavos52093/12544827224 Nickelback https://www.flickr.com/photos/rockandracehorses/194474897 Audiobooks listener https://www.flickr.com/photos/chriszerbes/599145138 Grandma https://www.flickr.com/photos/mzec/1741550429 Startups https://www.flickr.com/photos/techcrunch/8693245674 Marketing department cubicle https://www.flickr.com/photos/lokner/4164251472 Porter Airlines https://www.flickr.com/photos/danielle_scott/4024220811 Customer lego figures https://www.flickr.com/photos/stavos52093 Postits https://www.flickr.com/photos/arrighi/8562416557 Woohoo https://www.flickr.com/photos/gerardstolk/6876075003 Inside outside https://www.flickr.com/photos/bitzcelt/484986083 Confused https://www.flickr.com/photos/b-tal/163450213 Customer https://www.flickr.com/photos/zurichtourism/5160485957 Now Hiring https://www.flickr.com/photos/wolftone
Editor's Notes
- I was going to share that my background is in marketing and that I’m not a designer but I think that will be obvious once you see my slide designs
- Why is now a good time for marketing and UX to collaborate?
- I’ll share a little bit about how I encountered UX without really knowing that’s what it was
- Examples of UX in a marketing context
- I started my career in the CPG space and then moved into tech marketing just before the first internet boom. Back then, We reached customers the old fashioned way – we bought lists and spammed them! It was what everyone was doing and if you didn’t like it, it didn’t really affect us.
- But over the last decade things have happened to bring us to a point where product, marketing, and UX are colliding. I’d like to share just a few…
- We are seeing more senior executives either hold design roles or failing that, understanding that design is a differentiator and necessary.
- And it’s not just executives. The general population is more aware of design, not necessarily in a sophisticated or educated way, but people are expressing their opinions about a company changing its logo, or a font that they are using to a greater degree than we’ve seen in earlier generations.
- The startup community has also helped foster an environment for UX and marketing to collide. And while startups don’t hold a monopoly on innovation, they are doing experiments that are harder to do in more established companies And they are on the radar of the broader business community.
- We’ve seen a rise of startups that are founded by designers or that write about UX for audiences outside of the UX community – and now even funds that are focused on design.
- In startups it’s becoming common for marketing teams to hire their own ux practitioners inside their own team.
- And the growth hacker community is bringing marketing, product design and engineering together – sometimes literally in one person, or otherwise in one team.
- The 3rd shift I want to talk about is the change in marketing’s influence. Marketing is no longer what the marketing department does. To explain what I mean by that, I want to show you this recreation of a print ad United ran.
- You might not feel that way if you are using their app and keep getting error messages for doing basic activities.
- And if you use social media you might see a Tweet like this. How would you feel about United now?
- Or a blog like this? You might still argue that it’s a niche blogger so who cares…
- But then you see this happen and now it’s mainstream news.
- So you can run a million marketing campaigns but give someone a bad experience and it can change they way they feel about your brand.
- As I was noticing these shifts I also starting encountering UX professionals in my work
- I was doing a project for a company that sells a software subscription for audiobooks.
- The company had lots of data and had bought market resarch reports and did surveys but there Were still some important gaps in what they understood about their customers.
- Heard about JTBD from other product designers – Basecamp, Meetup, etc… For example if you ask someone why they are buying a Snickers bar instead of a Mars bar, they will say impulse… Satisfying hunger vs treat
- Interviewed people to understand their circumstances, motivations and triggers that cause them to switch.
- And then we sorted this information by what’s called the four forces.
- One example of what we learned – wasn’t about demographics, income, etc… Habit – wanted more books and more variety Not a habit – wanted a good first experience, wanted ideas about where else to listen to audiobooks
- We were able to reflect this not only in marketing communications but also to the product design team. One decision alone let to a 10% reduction in cancellations.
- When I joined my colleagues at Normative we were in the process of updating our website and I was Learning what it was like to market a design firm. New industry for me. Have always been a client.
- So we started off by doing qual interviews with people in mid to large companies who worked with outside design firms. They weren’t our cleints but they had similar profiles.
- I experienced my first ever post-it overload. My colleagues helped me interview in different ways and sort the information using tools and techniques from the UX world.
- We learned that hiring a design firm for a project is partly an exercise in managing risk. Will this decision make me look bad? Will I lose my job over this? Who will help me get to a good outcome?
- We also learned that designers enthusiasm can seem self-focused. This lead me to explore more how UX had applications in a marketing context.
- This lead me to explore more how UX had applications in a marketing context.
- They had a premium option. Geared to people like me who would not have wanted to make my own website.
- I noticed the coupon code.
- This made me visualize the end product I was buying.
- This is of course optimizing the user experience to get more conversions, which is one way that marketing is measured. – it gave me a good impression of your brand
- When you walk in you get a g;limpse of the diining room - WOW
- They chose only to make 29 rooms so each would have the view. When people talk about something living up to the hype, that’s code for UX = marketing.
- Porter positions itself as a business class experience for everyone. They’ve designed the user experience to match that – lounges with free wifi and food
- And while this is a customer service, it goes beyond that – to a company that is intentionally designing the user experience to match its brand promise.
- Basecamp gives you the option to pause your account or cancel – they learned this from doing JTBD interviews. But the way they design the cancellation experience lives up to how they market themselves.
- They leave you in peace
- And I guarantee you I will be blasted a million times to come back. Here you can see what happens when UX and marketing are not aligned.
- As a marketer I’ve been saying for a while that marketing is the sum of all experiences… So why is there still a disconnect?
- UX and marketing seems like an unlikely pairing.
- Marketers think UX designers are –what they do is in conflict with what our mandate is (company Versus user) Or we think you are creating UX in a vacuum. it can put us on the defensive.
- And extending that into the way marketers sometimes view designers. I get it – I’ve seen the looks you guys give me when I ask if you can make the logo pop more.
- Or we take a very superficial view of meeting user needs
- A good marketer – and there are good and bad ones – and a UX designer – cares about understandign them and designing great experiences for them Our tools are different and the places we use them have typically been different but we are not as different as we think.
- That may be as fun as going to the dentist but We are people too! Ask us about what we do Share what you know Good marketers can help share insights about the larger market, competitors, etc.. (Bill DeRouchey)
- Think about all the way a user experiences a brand. It’s not just product.
- These are all the areas in which you can have influence.
- We are in a new age. This great quote from Martha Rogers… Thinking back to Bill DeRouchey’s question. What will I be doing in 20 years?
- I predict that in 2034 – and likely well before - there will be no such thing as marketing.
- I’m going to start making my retirement plans….thanks very much!