redefining ux

Presented by @andybuddof Clearleft

Redefining user experience: When marketing, product and

design collide

The Silicon Valley Narrative

The Silicon Valley Narrative

Why waste your money marketing average products?

The Silicon Valley Narrative

When you should be designing remarkable ones!

The Silicon Valley Narrative

The Silicon Valley Narrative

Marketing is the tax you payfor bad ideas

The Silicon Valley Narrative

The Morals ofAdvertising

Product Price

Place Promotion

Marketing Mix

You Already Know This

Product

Price

PlacePromotion

You Already Know This

A Convincing Argument?

Tech Companies haveStarted to Rebel

Tech Companies haveStarted to Rebel

The AnatomyOf a Start-up

A Convincing Argument For Many Industry Leaders

The Field of Dreams Problem

The Field of Dreams Problem

Just because you built it,doesn’t mean they’ll come!

It’s Easy To SeeHow We Got Here

It’s Easy To SeeHow We Got Here

You Are Here

Experience From The Trenches

Bad Marketing Practices

These Techniques Work For Certain Products

They Work Well forCommodity Products

They Can Work WellFor Digital Services

You Can Only ManageWhat You Measure

The Wrong Kind Of Traffic

Vanity Metrics

[Example]

Bad Marketing Practices

Designer Backlash

Designer Backlash

Advertising, as it is widely practiced, is an inherently unethical and, frankly, poisonous endeavour that sees people as sheep to be

manipulated, that vaunts style over substance, and deems success to be winning awards.

Marketing Is Evil

Designers are Sanctimonious

The Experience Economy

The Experience Economy

UX Design FeelsRelatively New

UX Has Been Around Since the 90s

UX Designers Help BuildProducts People Love

UX Designers Can AddSignificant Value

We Lose These Ba!les Every Day

Growth Hacking

A Superior Product Can Extend Your Reach

A Superior Product Can Extend Your Reach

Local Maxima

Potential Maxima

Can No Longer Ship Mediocre Product

Time For Marketing To Step Up

Time For Marketing To Step Up

Or Step Aside

Ad Agencies Have TriedTheir Hands at UX

Finding Talent is Hard

Marketers Have A Great InsightInto What Customers Want

You’re Expert At Selling The Dream

But We O!en Fall ShortAt Delivering The Reality

But We O!en Fall ShortAt Delivering The Reality

The Experience Gap

The Experience Gap

80%

20%

80% of companies surveyed believed they gave a “superior experience”

The Experience Gap

8%

92%

Only 8% of their customers felt the same way

UX Should Drive Marketing Not The Other Way Round

Help Us Build The Reality

Digital First Branding

Digital First Branding

Digital First Branding

As Equals UX and Marketing Can Do Great Things

As Equals UX and Marketing Can Do Great Things

Presented by @andybuddof Clearleft

The End