embracing user experience in the marketing world

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!Embracing UX in the Marketing World

Ashley Sorenson, PhD

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Ashley Sorenson, PhDUX 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.

7User Experience Terms

UX

UXD

User Interface

Usability

Human Centered Design

User Centered Design

Behavioral Science

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UX " Usability

9Beautiful Interfaces

10Products

11UX in the Marketing WorldHow is UX connected?

Advertising

#Experience Evolved

#Interaction Opportunities

12People | Technology

13Modern Users in a Digital World

14Quality 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

15Mobile Experience

65%

DigitalMediaTime

LocalSearchesConverting

BadMobileExperience=Less

Engagement

80% 52%

Source: https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic

16How are you reaching your users?

Print Digital Mobile( (

17Research Approaches

Qualitative

Quantitative

Market Research

UX Research

Satisfaction with Check Out Process

Net Promoter Score

User Needs Assessment

Task Completion

IncreaseinAppFeatureUsage

Shopping Cart Conversions

Social Engagement

Competitive Comparisons

Brand Awareness

Increased App Downloads

18How do you boost brand loyalty & perceptions?

19Know Your Users

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Empathythe ability to understand and share the feelings of another

21Elements of UXPeter Morville’s UX Honeycomb

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

22Elements of UX

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

23Elements of UXUseful

24Usableaka Usability

LearnabilityHow quickly can you learn it?

MemorabilityHow quickly can you remember how to use it?

EfficientHow quickly can you perform tasks?

ErrorsHow often do you run into errors?

SatisfactionHow much do you enjoy using it?

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

25Elements of UXUsable

26Elements of UX

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

27Elements of UXFindable

28Elements of UXFindable

29Elements of UX

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

30Elements of UXCredible

31Elements of UX

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

32Elements of UXAccessible

33Elements of UX

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

34Elements of UXDesirable

35Elements of UX

Useful

Valuable

Credible

Accessible

DesirableUsable

Findable

36Elements of UXValuable

37What 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