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Why UX Practitioners and Marketing Researchers need to take the lead in working together to enhance the user experience and what you can do about it New trends in marketing and marketing research will profoundly impact UX designers and researchers. This IGNITE presentation is an introduction to a series presented at the UPA 2012 international conference meant to start the conversation re: what you can do to get the two disciplines to play well together to better serve the customer, elevate the importance of UX within the organization, and ensure the success of your business.
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Lets get Together, People:
Why UX Practitioners and Marketing Researchers need to join forces NOW.
David Kozatch, DIG
@dkozatch
UX Marketing/Marketing Research
Sales Guys on the 3rd floor?
We’re different.
UX Practitioners
Left brain
Poke stick at: users
Practical, measurable actions and responses
Marketing Research
Right brain
Poke stick at: customers
Emotional responses
UX Practitioners
Marketing Research
“Achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use”—as defined by ISO 9241-11
Deliver a compelling brand message, or promise, that leads to a sale
UX Practitioners
Marketing Research
Human factors / HCIInformation design LogicComputer science
Sociology PsychologyAnthropology Statistics
UX Practitioners
Marketing Research
UX Practitioners
Marketing Research
How users
relate to proprietary
Technology Customer
needs and desires
as they relate to the
“Brand”
WTF?
UX
UX
UX
Marketing
Research
Mar
ketin
g Res
earc
h
Marketing Research
Mar
ketin
g
Resea
rchUX
The
Big 5. (plus 1) 1. Surveys
2. Focus Groups3. Personal interviews4. Observation/Ethnography5. Field trials/test markets6. “Big Data”/Analytics
The heat is on.
Old…1. Awareness2. Consideration3. Inquiry4. Purchase5. Retention
Customer Journey.
Old…1. Awareness2. Consideration3. Inquiry4. Purchase5. Retention
New…1. Awareness2. Consideration3. Trial4. Conversion5. Loyalty6. Advocacy
Customer Journey.
Convert to a user or the dog gets it!
Persuasive design.
Trust = Loyalty?
% Promoters (9-10)
% Detracto
rs (0-6)
NPS
Net Promoter Score.
a.k.aThe
Beyonce Score
“If you like it, then you shoulda put a ring on it”
Advocacy.
Awareness
Conversion
Loyalty
Trial
Consideration
Advocacy
(New) Customer Journey..
UX MR
Gamification, data mining, Web 2.0,
Off-site web analytics, etc.
