User experience of marketing? This is a tricky topic.
Traditionally, marketers never thought of user experience much because they believe marketing is all about pushing something to users, and user experience can and should be sacrificed in the name of selling services and products. On the other hand, user experience professionals or UXers, as we fondly call ourselves, hold disdain towards such marketing practice because we feel marketing, albeit a necessary evil to keep a business profitable, inherently undermines user experience through aggressively promoting business at the cost of seamlessly supporting user needs.
These are all false assumptions: User experience and marketing can and should come together in driving business success, without compromising user experience.
How? By adopting a mind set of aligning marketing to user needs. Here’s a list of to-dos: Continue reading
Here’s a question that I often encounter when helping companies conduct user research: Designers, product managers, and sometimes front-end developers will come to me and say: We’ll do some guerrilla/DIY user research to validate this design idea.
Just in case you mistake this for Chairman Mao’s Guerrilla Warfare — guerrilla user research refers to informal, small-scale, on-the-fly user research, typically conducted by non-UX-professionals to validate product design.
It’s a big part of the so-called lean UX process, an approach that has gained much popularity with the advent the lean start-up movement. Continue reading
Ever wonder the role of user experience in relation to business results? Read what the failed founder of Wasabi — the key competitor and the first mover relative to Mint.com — said about why Mint killed Wasabi:
I particularly like what the founder of Wasabi said:
“Focus on what really matters: making users happy with your product as quickly as you can, and helping them as much as you can after that. If you do those better than anyone else out there you’ll win.”