1.
Marketing is the New UX Frontier
Fluxible | September 2014
@amritachandra

2.
Marketing + UX: Why Now?

3.
That time a marketer stumbled into UX

4.
Examples of UX in a marketing context

5.
Marketing + UX: Why Now?

6.
My first startup job

7.
Broader appreciation of design’s value

8.
“…the folks in the C-Suite…are beginning to
understand that design is a differentiator and
a necessity.”
Dr. Leslie Jensen-Inman
Unicorn Institute

9.
He used Comic Sans?
WTF?!

10.
Influence of startup community

11.
marketing ≠ the marketing department

12.
Sooner or later,
you’ll prefer United.
(Sooner, if you’re flying west,
later, if you’re flying east.)

13.
Source: badux.tumblr.com

14.
That time a marketer stumbled into UX

15.
Goal: Increase audiobook subscriptions

16.
Our traditional marketing
approach to customer
segmentation was limiting

17.
Jobs-to-be-Done
Customers “hire” products and
services to do a job for them

18.
Interviewed
people who
subscribe to
audiobook
services
#JTBD

19.
Situation Magnetism

20.
Already a habit Not a habit

21.
Goal: Redesign Normative.com

22.
An Interaction Designer, a Marketer and an
Anthropologist walk into a bar…

23.
Examples of UX in a marketing context

24.
Purchase Onboarding Consumption Cancellation

25.
Purchase Onboarding Consumption Cancellation

26.
Purchase Onboarding Consumption Cancellation

27.
“During onboarding, users are
transitioning from what they believe
about the product (marketing) to what
the product really is (design / UX)”
--Joe Robinson
Circle.com

28.
Purchase Onboarding Consumption Cancellation

29.
Husband
Passport
Home

30.
Purchase Onboarding Consumption Cancellation

31.
Marketing is the sum of all experiences
a person has with a company.
--Me

32.
BUT…
UX and marketing folks seem
like an unlikely pairing

33.
You don’t get my vision
because your taste is
pathetic

34.
UX + marketing share a common goal

35.
Look around for examples of marketing
made better because of great UX

36.
Get to know your marketing colleagues

37.
Consider all the ways in which a user
experiences a brand

38.
Product
Social
media
Vendor
payments
Reception
area
Job posting
Trade show
booth
Ads
Employees
Swag
Media

39.
“In the absence of communication among your
customers, advertising rules.
But when customers talk to each other, it’s the
way customer experience works for each one
that counts.”
Martha Rogers
Founder, Peppers & Rogers Group
Author, Extreme Trust

40.
In 2034…
Marketing will be
ruled by our UX
overlords

41.
Thank you!
Find me @amritachandra
Images used under a Creative Commons license thanks to these fine folks:
Cover slide http://www.unsplash.com/martinstanec
Snobby cat https://www.flickr.com/photos/jstove/4015377203
Eggs https://www.flickr.com/photos/nickwheeleroz
Overlord https://www.flickr.com/photos/spielbrick/5001044852
Lego https://www.flickr.com/photos/stavos52093/12544827224
Nickelback https://www.flickr.com/photos/rockandracehorses/194474897
Audiobooks listener https://www.flickr.com/photos/chriszerbes/599145138
Grandma https://www.flickr.com/photos/mzec/1741550429
Startups https://www.flickr.com/photos/techcrunch/8693245674
Marketing department cubicle https://www.flickr.com/photos/lokner/4164251472
Porter Airlines https://www.flickr.com/photos/danielle_scott/4024220811
Customer lego figures https://www.flickr.com/photos/stavos52093
Postits https://www.flickr.com/photos/arrighi/8562416557
Woohoo https://www.flickr.com/photos/gerardstolk/6876075003
Inside outside https://www.flickr.com/photos/bitzcelt/484986083
Confused https://www.flickr.com/photos/b-tal/163450213
Customer https://www.flickr.com/photos/zurichtourism/5160485957
Now Hiring https://www.flickr.com/photos/wolftone