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
