Arguably (and many of my colleagues are happy to argue this point), marketing and user experience design are two sides of the same coin. To an extent, both practices focus on and design for specific groups of people. It’s just that marketers are strategizing and designing for not-yet-users. Almost users. They get us our users. When they’re doing their jobs well, marketers have a deep and important understanding of the people who will soon be using our products.
And yeah, yeah – I know marketing is at its core selling or persuading, but in order to persuade someone to do something, their needs must be very well understood.
I’ve encountered a lot of friction during my time on smaller UX teams, particularly when marketing and UX have to fight over features or interactions (pop-up newsletter signups, anyone?). When instead, we should have been focusing on the people we were aiming to serve as people on a journey. From not-yet users to full-blown power users.
Having some deep analytics on our users and not-yet users would have been incredibly valuable for bridging our communication gaps during these marketing vs. UX fights. I now work in consulting rather than on a product team and don’t run into these kinds of battles as frequently, I do still try to keep up with what tools and research methods are being used these days by marketing and product teams.
And there are so many cool product analytics tools out there these days. Our friends at Pendo sparked this particular recent interest of mine because I would have killed to have access to something like this back when I worked in StartupLand. While it definitely has a distinct marketing taste, the value for UX designers is undeniable.
read more: https://uxdesignsg.wordpress.com/2017/09/29/what-is-user-experience/
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