How to Integrate Marketing Strategies Into Your UX Design

Categories: Tutorial

UX Design in Marketing

The problem with being a marketer or UX designer is you don’t always factor in the other’s concerns. Digital marketers, for example, may be more focused on what’s going to get the most engagement. Designers, on the other hand, are focused on what’s going to appear the most visually arresting. Alas, what looks great doesn’t always translate to the best experience for your audience.

It doesn’t matter who you are or what you do — designer or marketer — you need to consider the user experience and the journey your customers will embark upon every time they visit your portal. The best design incorporates all of these elements to create a seamless journey. Here are some tips for integrating marketing strategies into your UX design.


Learn Who the Buyers and Audience Are

One of the first things marketers learn is to identify and understand their audience, or more specifically their target customers. Who are they? What do they want? What can your organization or brand provide for them?

With the right strategies in place, UX design teams and marketers can work together to discover this information. The UX side, for instance, can conduct user tests to identify actionable feedback and opinions from customers directly. This information can then be passed on to marketers or used in future campaigns to fine-tune portals, websites, social content and more.


Concentrate on Combining and Simplifying

Designers and web developers strive to make their designs easy and simple. Marketers, on the other hand, focus on reaching a broader audience, maximizing engagement and ultimately boosting profits or revenue. These strategies are not always conducive to an easy or simple workflow.

Once again, UX designers are in a place to help marketers. Find a way to simplify the strategies and processes in place, which includes using or developing tools to make things easier for everyone. If you’re a designer, find a way to help your marketing friends simplify and combine everything they’re doing, without sacrificing engagement. If you’re a marketer, find a way to show designers what you need and what you require out of each and every platform you use.

An example of simplifying comes from ASOS. They halved checkout abandonment rate simply by removing a single step, requiring customers to be logged in to complete a purchase. They identified it as a problem after working with their UX design team and realizing it was complicating things.


Remember Placement and Content Matters

UX designers know the most appropriate and effective design techniques for communication and engagement. You know what visitors click on or view, and how that will influence the overall design.

Why? Designers understand how customers use the channels presented to them. You can use this knowledge to boost marketers by sharing the process.

Help them by pointing out the highlight areas of your design and why a portal heatmap will work. If something is going to be a waste, it’s going to be a waste for everyone, including your colleagues. It’s to everyone’s advantage find the best placement for all elements and content by sharing your insights.

Check out APG Exhibits, a company that sells trade show displays. It allows visitors to sort through its products based on how many stars they receive in a review. This is a nod to the fact that people naturally want to get effective products with high ratings, and it saves people the time of having to search out the five-star reviews themselves.


Consider Device Compatibility

Developers and UX designers have to make sure their app or design works on every platform a customer is going to be using. Therefore, they are more focused on compatibility and work on multiple platforms and devices simultaneously. This can lead to shoddy experiences because the team is wearing itself thin trying to focus on everything.

Marketers, on the other hand, learn to hone in and optimize their strategy for a single portal or platform. With social, it means focusing on a couple of networks like Facebook and Twitter. Or, it means working on desktop or mobile exclusively, instead of both.

Designers could learn from this. Choose one or two of the most important platforms or channels, and really invest all your focus on them, exclusively.

Need an example? Take a look at Feedly and admire the design. The platform is ultimately for reading news and aggregated content, and that’s exactly what the interface and user experience delivers. A compelling, reliable place to read fresh content.

The Feedly interface and experience is the same, no matter whether you’re browsing on mobile or via desktop. The design crew took a page from the marketing book and optimized the experience, rather than deploying separate design techniques for each platform.


Optimize the ROI or CRO Focus

Marketers are always worried about the ROI (return on investment) and CRO (conversion rate optimization). Essentially, both can be boiled down to the amount of sales or conversions you have.

It’s like best practice gambling, in a way. The risk must never outweigh the rewards. The same goes for work and time invested. If you’re not getting enough out of an effort or project, then you need to drop it as soon as possible.

UX designers can help marketers improve these strategies by honing in on audience behavior and motives. As a designer, your goal is not always to sell a product or push a service. Your goal is to make sure everyone who uses your platform or site leaves happy, regardless of what they’re trying to do. The experience absolutely must be positive.

If you incorporate the mission of boosting ROI from the start by improving your design and optimizing user focus, then you can help marketers considerably.


Focus Heavily on Usability

For UX designers, usability is all about the experience someone has on your platform or website. For marketers, it means understanding each individual in your audience will experience situations in a different way. This can be based on:

  • Age
  • Gender
  • Cultural differences
  • Abilities
  • Other external factors

If designers and marketers work together, it’s possible to come up with the ideal usability experience for your target audience, which is the ultimate goal. At some point, you’re going to have to realize you can’t cater to everyone. Your best bet is to figure out exactly who your audience is and target them directly with a consistent marketing effort. You can find out who they are, what they want, and how to target them if you work together, but only then.

Working separately, marketers will always hone in on an audience UX designers may never have even considered when creating a portal. In the end, this works against you and your brand.

Here, you can see how one designer made an attempt to improve Fitbit’s iOS app in her free time, taking into account usability and basic marketing strategies.

Marketers and UX designers can be united in their cause. It just takes a little more cooperation and anticipation. When you do this, you will have a site that achieves many objectives with ease.


Author: Lexie Lu

Lexie is a freelance designer and blogger. She enjoys researching up and coming trends in the design field and always has some coffee nearby. She writes on Design Roast and can be followed on Twitter @lexieludesigner.

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