aquent/ama webcast: marketing, meet ux

With the advent of new media, todays brands struggle to reach the right buyer with the right product. But, using current technology to meet customer needs can be daunting. In this presentation, Marc Cajolet and Ken Volk (Kronos) bridge the gap between User Experience and Marketing.

Marketing, Meet UX

AMA WebcastMarketing, Meet UX

Presenter:Kevin Young, Managing Principal, Continuum

Moderator:Alli Libb, American Marketing Association

Sponsored by:

•The audio portion of today’s presentation is available via broadcast audio. •You can also dial in to hear audio•Participants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389

4© KRONOS INCORPORATED April 11, 2023 © KRONOS INCORPORATED April 11, 2023

Marketing Meet UX

Marc Cajolet, User Experience Strategist

Ken Volk, Director of Creative

Combining User Experience and Product Marketing for a Great Product Launch

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Key Points

• User experience (UX) design can greatly impact product messaging and positioning

• UX has become a competitive differentiator

• UX is big picture thinking – holistic view

• Engage Product Designers with Product Marketing early in process

• Leverage Design for Marketing, and visa versa

M

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So what is UX exactly?

K

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UX encompasses all aspects of end-user interactions

www.baddesign.com

Well designed compact sound system

M

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UX encompasses all aspects of end-user interactions

www.baddesign.com

Well designed compact sound system

His/hers drink holders

M

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UX encompasses all aspects of end-user interactions

www.baddesign.com

Well designed compact sound system

Well designed ergonomic shift lever

His/hers drink holders

M

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UX encompasses all aspects of end-user interactions

www.baddesign.com

Well designed compact sound system

Well designed ergonomic shift lever

His/hers drink holders

M

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AUDIENCE POLL #1 – At your company…

1. We have a dedicated UX group in Marketing

2. We have a dedicated UX group in Product Development

3. We have UI Developers

4. We don’t do this today

M

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Understanding the differenceUI vs. UX

M

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User Experience is…

M

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User eXperience draws from many disciplines

M

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1980’s 1995 Today

• Mkt. segmentation• Value proposition• Human behavior• Simplicity• Emotional needs• Experience as brand• Influence of consumer

technologies

• Power• Speed• Reliability• Features• Internally driven

business processes• External support

• Optimize usability• Reduce workload• Minimize errors• Transfer learning• Embedded support

Evolution of User Experience

M

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The UX community is expanding

M

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Audience Poll #2 – At your company…

1. There is a strong collaboration with Marketing & UX

2. There are occasional project between Marketing & UX

3. There was once a project between Marketing & UX

4. We’ve never done this

M

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But how does Marketing fit in?

M

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A few years ago we asked ourselves “How are we doing?”…

UNAIDED AWARENESS

Kronos 14%

Competitor 1 15%

Competitor 2 19%

Competitor 3 5%

CONSIDERATION

Kronos 26%

Competitor 1 29%

Competitor 2 30%

Competitor 3 18%

Recognitionof Buyers as Ease

or Functionality

… and we servedonly one.

K

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A few years ago we asked ourselves “How are we doing?”…

UNAIDED AWARENESS

Kronos 14%

Competitor 1 15%

Competitor 2 19%

Competitor 3 5%

CONSIDERATION

Kronos 26%

Competitor 1 29%

Competitor 2 30%

Competitor 3 18%

K

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Priorities Functionality Ease

Deep Functionality 4 1

Broad Functionality 4 1

ROI 3 1

TCO 1 3

Easy to Own 1 4

Flexible Business Terms 1 4

Reliability 4 4

Integration 2 2

Preference

Preference is a 1-4 ranking with 1 being low priority and 4 being high priority for the buyer.

Shared needs. Different Priorities.

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Moving forward together

STRATEGY

1. Market analysis and research

2. Identification of Buyers — Ease vs. Functionality

3. CEO Vision Next GenerationWorkforce Mgmt.

4. Governing Brand Idea

K

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Moving forward together

STRATEGY

1. Market analysis and research

2. Identification of Buyers — Ease vs. Functionality

3. CEO Vision Next GenerationWorkforce Mgmt.

4. Governing Brand Idea

WORKFORCEMANAGEMENT

DOESN’T HAVE TO BE

SO HARD

K

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Moving forward together

Guiding principles

for user experience

MA

RK

ET

ING

US

ER

E

XP

ER

IEN

CE

STRATEGY

LAUNCH

ACTIVITY

Design concept

and User feedback

Tangible design assets

Developfoundationalmessaging for global

distribution

Develop communication

and training platforms

Align NG concepts with CBI

definitions

K

WORKFORCEMANAGEMENT

DOESN’T HAVE TO BE

SO HARD

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UX | Marketing Partnership

• 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

USER EXPERIENCE

• 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

MARKETING

K

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Unparalleled User Experience is…

• Instant Engagement– Consumer-centric user experience

– Interactive communications via mobile

• Guided Decisions– Early warning & guidance through predictive analytics

– Enabled by accurate, real-time labor data

– Better, faster frontline decisions

• Mobile Management– Access to employee data anywhere at anytime

– Real-time bidirectional communication between manager, employee, and their data

– Multiple platform support

M

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Bringing the Next Generation UI to life…

M

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Getting the word out about it…

K

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Showcasing it online…

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And promoting the UI… and the partnership.

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So were we successful?

M

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Results and Changes

• Recognition in the T&A market

• Understand place in the market

• Establish a framework (Net promoter score)

UNAIDED AWARENESS

Kronos 14% 21%

Competitor 1 15% 16%

Competitor 2 19% 11%

Competitor 3 5% 5%

CONSIDERATION

Kronos 26% 46%

Competitor 1 29% 53%

Competitor 2 30% 44%

Competitor 3 18% 34%

K

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Today, we are extending the strategy further

InTouch •  Smartphones • Tablet

K

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Audience Poll #3

1. This sounds great, we’re going to do this!

2. We’ll consider this strategy

3. We don’t have the right resources to do this

4. We’ll never do this

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Our takeaways

M

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Create a shared vision

• Upfront survey work, focus groups, and message construction galvanized the teams for first time ever

• Collective buy-in from top at all levels. Not in silos.

• Share each others efforts and especially each others wins.

• Set agreed upon standards

• And let the product drive the story when it deserves to.

M

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Understand the usability maturity model*

As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.

*Nielsen Norman Group

As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.

*Nielsen Norman Group

Attaining these higher maturity levels requires many years of effort.

Attaining these higher maturity levels requires many years of effort.

M

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Champion the value of UX

• Create external face for UX– Usability lab program, promotion, participation

– Recruiting user pool, incentives, rewards, customer access

– Continue to survey/measure user base

• Show case success– Case studies, examples, demonstrating business value

M

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Conclusion

• Create a shared vision

• Understand capabilities model

• Champion the value of UX

M

• www.Aquent.com

• www.Kronos.com

• http://www.PragmaticMarketing.com../resources/top-10-tools-to-measure-user-experience

• Other UX related organizations– UXPA

– ACMSIGCHI

– IxDA

– UXMatters

Additional Resources

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Thank You!

Marc Cajolet, User Experience Strategist

Ken Volk, Director of Creative

Combining User Experience and Product Marketing for a Great Product Launch