Role of Marketing in User Experience

Aditya AryatamaUser Experience Team

Telkom R&D Center

Agenda1. Short brief of marketing and UX2. Market Segmentation3. Value Proposition4. Consumer Behavior5. Market Research

Marketing

Marketing

Buying & Selling Activities

Get the attention of target audiences 4 ‘P’ s

end-users’ perceptions

as they interact with a product or

service

•Effectiveness•Efficiency•Emotional satisfaction•Quality of the relationship with the entity that created the product or service

The DifferenceMarketing UX

Organization Focus Brand ProductPeople Customer (Clients) Users (Consumers)Focus On Preferences and Likes Performance and

HabitsMeasures Tastes and Interests Tasks and ActivitiesStudies rely on -Responses

-What customer says-Experiences-What users did/doing

Time and tense FutureEg: Will you buy..?

Past and PresentEg: How did you go to do that..?

Revolves around -Brand organization (MOSTLY)- Product and services

-Products (MOSTLY)-Services

The DifferenceMarketing UX

Participants in studies Group or MultipleEg: FGD

Single (one-on-one)Eg: User interview

Help to asses Price and features of the product

Problems, needs and opportunities

Understanding of.. Purchase, interest to buy the products/services

Usage, experiencing the product or services

User Experience isNOT THE SAME

as Marketing

But,

it complete each other

How Does Marketing and UX Related?

Marketing help build product/brand

UX helps create product/brand

Bermuara pada PEOPLE

Marketing

Product

Price

Place

Promo tion

Positionin

gUX

Ease of Use Eas

y to learn

Efficiency

Effective

ness

Error

free

Enga

ging

Perkembangan User Experience

1980’s 1995 Today

• Mkt. segmentation

• Value proposition• Human behavior &

Emotional needs• Experience as brand• Influence of

consumer technologies

• Simplicity

• Power• Speed• Reliability• Features• Internally driven

business processes

• External support

• Optimize usability

• Reduce workload• Minimize errors• Transfer learning• Embedded

support

System Functionality

Useful &

Usable

User Experience

Market Segmentation

Market Segmentation for Needfinding

Segmentation

By product & services

By demographics

By geographyBy channel

By consumer needs

Value Proposition

Value Proposition for UI Development

Identification And

Profiling

•Know the customer•Know the product, service and idea•Know the competitor

Value Proposition

•Identify effective VP•Express VP very clearly•Testing and measuring VP

A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea.

Apa saja yang menjadi perhatian/fokus untuk Value Proposition?

Successful value propositions share three characteristics

• First, they focus on value meaningful to target customers

• Second, the positioning statement convey the value of the brand, briefly and effectively. It must be precise, tangible and credible

• Third, the value promised in the proposition must be consistent with the goals of the business unit as a whole.

Consumer Behavior

What consumer want to gain• Health• Popularity• Praise from others• Pride accomplishment• Self confidence• Time• Improved appearance• Comfort• Advancement• Money• Security in old age• Leisure• Increased enjoyment• Personal prestige

What consumer want to save or reduce• Time• Discomfort• Risks• Money• Worry• Embarrassment• Work• Doubts

Consumer Behavior for Building Persona

What consumer want to be• Good parents• Creative• Efficient• Recognized authorities• Up to date• Gregarious• “First” in things• Sociable, hospitable• Proud of their

possessions• Influential over others

What they want to do• Express their

personalities• Satisfy their curiosity • Appreciate beauty • Win others’ affection • Resist domination by

others • Emulate the admirable • Acquire or collect things • Improve themselves

generally

Consumer Behavior for Building Persona

Market Research

• Identify a strong market and show the company that certain price ranges could be more competitive than others, and that certain demographic groups are worth targeting.

• Gives an organization an area to focus on, or an idea of a product line that could be profitable.

Market Research

Phase of Research•Demographic, price, age groups, income ranges, geographic information, where want to sell etc.•Hallway test

Strategizing Phase

•No marketing involvement•Based around the feedback from small samples users.

Designing Phase

•Validation test•Price identification

Product Development

So, how marketing and UX can collaborate to generate customer

satisfaction leading to profit?

User Experience

Shared customer focus

Messaging and UX initiative must match

Incorporate marketing into the development process

Define key user experience capabilities

Leverage brand attributes for consistent experience

Marketing

Shared customer focus

Messaging and UX initiative must match

Focus on user needs through product experience

Highlight key user experience capabilities

Leverage unique product design