Upload
aditya-aryatama
View
430
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
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