Role of Marketing in UX
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This document discusses the relationship between marketing and user experience (UX). It begins with defining both marketing and UX, noting that while they both focus on customers, marketing focuses more on brands and preferences while UX focuses more on product performance and tasks. The document then covers several topics relevant to both fields, including market segmentation, value propositions, consumer behavior, and market research. It explains how insights from these areas can inform both marketing and UX work. Finally, it argues that marketing and UX should collaborate by sharing a common customer focus, ensuring messaging and initiatives align, and incorporating key insights from each other's work into product development and promotion.
Role of Marketing in UX
- 1. Role of Marketing in User Experience Aditya Aryatama User Experience Team Telkom R&D Center
- 2. Agenda 1. 2. 3. 4. 5. Short brief of marketing and UX Market Segmentation Value Proposition Consumer Behavior Market Research
- 3. Marketing
- 4. Get the attention of target audiences Buying & Selling Activities 4 „P‟ s Marketing
- 5. end-users‟ perceptions as they interact with a product or service • • • • Effectiveness Efficiency Emotional satisfaction Quality of the relationship with the entity that created the product or service
- 6. The Difference Marketing UX Organization Focus Brand Product People Customer (Clients) Users (Consumers) Focus On Preferences and Likes Performance and Habits Measures Tastes and Interests Tasks and Activities Studies rely on -Responses -What customer says -Experiences -What users did/doing Time and tense Future Eg: Will you buy..? Past and Present Eg: How did you go to do that..? Revolves around -Brand organization (MOSTLY) - Product and services -Products (MOSTLY) -Services
- 7. The Difference Marketing UX Participants in studies Group or Multiple Eg: FGD Single (one-on-one) Eg: User interview Help to asses Price and features of the product Problems, needs and opportunities Understanding of.. Purchase, interest to buy Usage, experiencing the the products/services product or services
- 8. But, Experience User is NOT THE SAME it complete as each other Marketing
- 9. How Does Marketing and UX Related? Marketing help build product/brand UX helps create product/brand
- 10. Bermuara pada PEOPLE Ease of Use Product Easy to learn Enga ging Positioni ng Price UX Marketing Error free Promo tion Place Efficienc y Effective ness
- 11. Perkembangan User Experience 1980’s • • • • • Power Speed Reliability Features Internally driven business processes • External support 1995 • • • • • Optimize usability Reduce workload Minimize errors Transfer learning Embedded support Today • Mkt. segmentation • Value proposition • Human behavior & Emotional needs • Experience as brand • Influence of consumer technologies • Simplicity
- 13. Market Segmentation for Needfinding By geography By demographics By product & services By channel Segmentation By consumer needs
- 15. Value Proposition for UI Development Identification And Profiling • Know the customer • Know the product, service and idea • Know the competitor Value Proposition • Identify effective VP • Express VP very clearly • Testing and measuring VP A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea.
- 16. Apa saja yang menjadi perhatian/fokus untuk Value Proposition?
- 17. Successful value propositions share three characteristics • First, they focus on value meaningful to target customers • Second, the positioning statement convey the value of the brand, briefly and effectively. It must be precise, tangible and credible • Third, the value promised in the proposition must be consistent with the goals of the business unit as a whole.
- 19. Consumer Behavior for Building Persona What consumer want to gain • • • • • • • • • • • • • • Health Popularity Praise from others Pride accomplishment Self confidence Time Improved appearance Comfort Advancement Money Security in old age Leisure Increased enjoyment Personal prestige What consumer want to save or reduce • • • • • • • • Time Discomfort Risks Money Worry Embarrassment Work Doubts
- 20. Consumer Behavior for Building Persona What consumer want to be What they want to do • • • • • • • • • • Express their personalities • Satisfy their curiosity • Appreciate beauty • Win others‟ affection • Resist domination by others • Emulate the admirable • Acquire or collect things • Improve themselves generally Good parents Creative Efficient Recognized authorities Up to date Gregarious “First” in things Sociable, hospitable Proud of their possessions • Influential over others
- 21. Market Research
- 22. • Identify a strong market and show the company that certain price ranges could be more competitive than others, and that certain demographic groups are worth targeting. • Gives an organization an area to focus on, or an idea of a product line that could be profitable. Market Research User Research • Conducts a deep dive study inspired by ethnographic methods, with smaller samples to understand what people do with the product • Provide insight into innovation, designs, and iterations of a particular product idea.
- 23. Phase of Research Strategizing Phase Designing Phase Product Development • Demographic, price, age groups, income ranges, geographic information, where want to sell etc. • Hallway test • No marketing involvement • Based around the feedback from small samples users. • Validation test • Price identification
- 24. User Marketing Experience So, how marketing and UX Shared collaborate to generate Shared customer focus cancustomer focus Messaging and UX initiative Messaging and UX customer satisfactioninitiative must match must match Incorporate marketing into Focus on leading to profit?user needs the development process through product experience Define key user experience capabilities Highlight key user experience capabilities Leverage brand attributes for consistent experience Leverage unique product design
Editor's Notes
- #3: Yonnasijonno