What is UX?
Let’s begin by defining what UX is. UX stands for user experience. It focuses on empathizing and enhancing the end-user experience by finding appropriate solutions to their problems. While there are many other digital design terms like UI Design, IA, and ID, we must highlight that UX mainly focuses on how a user perceives a design (website, app, etc.). It focuses more on the science rather than the art of a design, as it influences and changes user behaviors. While UX is mostly related to graphic design and engineering because of the design, usability, and development factors, it should also be associated with marketing due to the collection of key insights through user research that may improve online customer experiences.
UX and marketing share common goals. They are both focused on gaining a better understanding of who their customers are, how they think, and what moves them. A strong competitor not only understands its customer’s needs, but also their wants. Empathy leads to connections, therefore the analysis of consumer psychological motivation and behavior are critical for this process. In order to create those meaningful connections, businesses must give appropriate solutions for their customers, as well as communicate effectively. To gain all the necessary information, data must be driven to generate complete customer profiles.
Market research generally focuses on the masses, measures attitudes, and gathers quantitative data, while UX research focuses on a smaller scale, measures behaviors and feelings, and gathers qualitative data. Even though marketing may explore both types of research, it may be best to work with UX if there are limited resources. Marketing reaches customers and UX reaches users, but in an online setting these turn out to be the same individual. Therefore, UX and marketing are complementary to gain a deeper understanding of the customers, and develop engaging online experiences.
Whether it’s having a website, an app, or a social media presence, all business should be online in today’s digital world. As mentioned above, marketing and UX are complementary fields that should work together as they both give important insights for content creators. A good design can make customers process information in a different way, increasing memory and creating more engaging experiences. Also, the correct data can help establish more dynamic and human communication, building stronger relationships with customers. The development of digital strategies are based on consumer data, so it is critical that this information is clear, accurate, and relevant. UX deeply understands adaptability and user retention, therefore it brings a really high value to marketing teams. With the common interest of analytics, together they can improve design, communication, and overall customer experience.
Providing The Extraordinary Customer Experience
Businesses can offer amazing products that are affordable, locally accessible, and align with their needs, but if customers encounter bad customer experiences, none of these factors will matter. In the age of social media, bad customer experiences have become a greater threat for business all around the world due to the impact of amplified negative online and offline (word of mouth) customer reviews. Did you succeed in meeting your customers expectations? Good for you, but unfortunately your customers won’t share that “average” experience. Ironically, customers are more likely to share either their bad experiences, or those that truly exceeded their expectations. Businesses should put a heavy focus on continuously improving their customer experiences. While businesses want to sell products, services, and ideas, customers (knowingly or not) want to buy experiences. Remember, happy customers equal a happy business.
Marketing technologist author and keynote speaker Evan Carroll states, “by taking care of the customers you have, they are going to become more valuable to you.” Good customer experiences drive consumer retention, while above-average customer experiences attract new customers. So how do we provide that extraordinary customer experience in an online environment? By combining the UX consumer voice and marketing strategies, a business will aim to exceed both customer’s needs and wants, delivering new engaging customer experiences.
Scarlett Lopez is originally from Caracas, Venezuela. Scarlett is currently pursuing her master’s degree in Instructional Design & Technology at The University of Tampa. She previously worked at CenturyLink as a CSM – Client Support Manager within the strategic enterprise and government markets division. She graduated in May 2018 from The University of Tampa with a Bachelor’s Degree in International Business and Marketing. Scarlett is a blogger for the AMA Tampa Bay, with a background in marketing & technology.
Connect with her on LinkedIn.