Why Marketing and UX Should Test Together

For many organizations, the sales and marketing team operate within a completely separate circle to the product development teams, but they are closely linked by the financial/budget calendars as well as the product release cycles. In the majority of cases the sales and marketing activities tend to dictate the initial business requirements and product specifications, if not the product sprint and release cycles.

Rather than proposing some radical concept or changing existing practices, here are some reasons why the UX practitioner should consider collaborating with the marketing department more closely so that the company gains the maximum benefit from its research activities and budget.

Completeness of research
Marketing research is aimed at understanding customer/user perceptions (i.e. their ‘wants’), which is an important component of the overall user experience. Complementing this is the user study and research on the customer experience of the products and services (i.e. their ‘needs’). When you can align the customer perceptions with their experiences then you will have a much better chance of meeting their expectations, or go one step further by exceeding them. Unfortunately, we often see business requirements created from market research and products designed based on user research as a result of the marketing department and the UX team failing to align their goals and objectives.

Efficient use of time and resources
In the current age of shrinking budgets and limited resources, it makes sense to streamline and maximize the resources available on hand. Creating two separate processes (and potentially using completely different tools) for conducting research within the company means having to duplicate the efforts of recruiting users, running research studies, not to mention the time and effort spent analyzing the results, managing the information and having extra personnel/staff to do the work as well as co-ordinating and scheduling the activities involved. It also means having people from the UX area chasing up data from marketing and vice versa rather than sharing and integrating the customer information knowledgebase.

Sharing/transfer of knowledge
A large number of UX researchers and designers are primarily focused on the observed or recorded behaviour and responses of users in the context of the product or service that they are trying to deliver. However, having access to information about user perceptions on a wider range of subject matter can reveal valuable insights about how to create better product or service for the user. Traditional marketing research techniques and consumer database contain a wealth of knowledge that UX researchers can tap into for creating better personas and user profiles. Conversely, a better grasp of user behaviour studies can also help the marketing team create surveys and studies that tailor to their target audience more than generic or standardized survey questions.

Last, but not least, in this day and age when many of the key business decisions are being driven by companies competing on the basis of understanding and delivering on customer expectations, isn’t it time for companies to start sharing a vision for what they want to achieve for their customers, rather than how to achieve KPIs that may or may not reflect if their customers are truly happy and satisfied? This means that marketing teams should not being seeing UX as a blackbox, and the UX teams should stop thinking about marketing research as secondary to the product design and development process.

Only by understanding the benefits and values of customer research and testing across the organization can research and testing activities create the maximum value. And that is the best reason for marketing and UX teams to start testing together.

 

Michael Lai is a freelancing and consulting UX architect specializing in infographic and data visualization design. He has worked and consulted in various industries (hospitality, retail, IT, science, and engineering just to name a few) and covered many UX related roles (including user research, copywriting, training, graphic design, business analysis, and information architecture) to make sure he understands the important UX issues first-hand.

UX Awards 2014 – Submit your best projects and get 15% off on us!

We’re extremely excited to announce our sponsorship of the 4th Annual International UXAwards, the premier awards for exceptional digital experience. This is the fourth year running that Loop11 has been a sponsor and a supporter of these great UX awards!

By honoring the most talented UX innovators, highlighting exceptional UX best practices and showcasing next-generation digital products, the “UXies” inspire technologists to create elegant, human-centered products that solve real customer problems.

This year, the UXies will be held from September 11-12, 2014 in sunny San Francisco, California. The 2014 UX judging panel is comprised of top UX thought leaders and practitioners from Etsy, Amazon, GE, LUXR, Facebook, HUGE and Frog.

Interested in submitting? The UXies welcome submissions from all levels, including agencies, companies, individuals and students. All prospective UXers are invited to enter online at UXAwards.org from May 1 to June 15, 2014. Be sure to use discount code “UXAwardsSupporter” to receive 15% off your entry!

The 2014 awards showcase will also feature the UXies celebration and advanced UX training workshops. These will…

  • Showcase each winning product and celebrate the creators
  • Share UX practitioners’ creative processes and approaches
  • Reveal each expert judge’s evaluation process and perspective
  • Offer concentrated and advanced UX training and education from the judges and other invited expert speakers
  • Provide many informal opportunities to meet winners, judges, applicants, senior UX professionals, hiring companies and UX service providers

Check out the schedule and buy tickets - and be sure to use discount code “UXAwardsSupporter” for 15% off any ticket level!  Visit UXAwards.org for more information.

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“You in UX” 2014 usability summit — Tweet and attend for free!

In our last post we talked about our sponsorship of You in UX 2014 and how Loop11 is providing some great deals for usability fans. So, what makes this event so special? We’ve got the details on why You in UX is revolutionary and why you should be interested.

Whether you’re a professional or just someone with a general interest in user experience, You in UX provides valuable presentations to enhance career development, critical business skills and more. By focusing on the importance of leadership and personal involvement in the field, You in UX encourages us to consider how we can leverage the future of UX and build meaningful business.

The You in UX global summit is hosting 40 talks from professionals across the UX spectrum. Featured presenters include (among many others): Dr. Genevieve Bell (Director of User Experience Research at Intel), Joey Benedek (Director, Product Manager at Blackberry), and Melanie Fitzgerald (Staff UX Research Lead at YouTube).

Don’t miss out on this great web-based opportunity (that’s right, you can attend every panel in your pajamas!). Looking to score a free ticket to the event? Tell us your #1 golden rule for UX/usability via Twitter, and be sure to include @Loop11 and #YouinUX in your tweet. We’ll choose the 6 best “golden rules” and give away 6 free tickets to the You in UX summit!

 for a chance to win 1 of 6 free tickets to the You in UX online conference.

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