5 things your marketing team should know about UX designers
Posted: Wed Dec 11, 2024 10:03 am
Everything your marketing team needs to know about UX Designers to align expectations and take advantage of the talents of these experts in improving the user experience to generate more conversions
Table of contents
It is understandable that many people self employed database package do not fully understand the meaning of UX Design because this specialty was for a long time related only to product design. However, this term has already begun to be heard in companies from different sectors and marketing agencies are no exception thanks to its application in web design and the Growth Driven Design methodology.
When I arrived at Impulse, some of my colleagues weren’t sure what my role would be in the company. Many told me that they had heard the term but didn’t know exactly what we did. Then I remembered the words of Lalo Gonzáles, UX Designer Director at Laboratoria : “Girls, part of our job as UX Designers is to evangelize about what we do.” It’s a bit funny, but it’s true.
That's why today I want to tell you 5 things that will help you understand UX design , what it is and what it isn't, so that your marketing team is increasingly aligned with what those of us who are dedicated to user experience do:
1. UX is not just about designing “pretty interfaces”
This is probably the most common myth about what UX is, the truth is that designing beautiful interfaces, known as UI Design, is only one part of the UX discipline.
In reality, user experience is shaped by every interaction a person has with a product or service, from seeing an online ad for our favorite band, buying our tickets online, to actually attending the venue and enjoying the concert. Every point of contact is part of the experience .
So, a user experience designer is responsible for improving the experience that people have when interacting with products (digital or physical) by making them useful, easy to use and pleasant to interact with.
Chapter 4
2. The focus of UX is on people's needs
In UX, we care about making things that people need, in order to design desirable products that are aligned with business objectives. We also take into account the emotional aspect of the brand, studying specific user samples to discover their real human needs, emphasizing qualitative research methods.
Human Factors International sums it up in the following sentence: “UX research is not about markets, trends” but about “what a person feels about using a product or service.”
3. UX is more than usability
Usability is important. Creating positive and pleasant emotions in users when they interact with a product or service is part of building a great product, but worrying only about whether these are easy to understand and use is not enough. In fact, usability is a minimum requirement for a product with a good UX, because we are not only looking for “if it works” but also the “wow” factor.
To achieve this difference, we make sure that the product meets other aspects that a good UX web design requires , the same ones that aim to satisfy the needs of users on many levels, these are:
Helpful Is there any reason I should use this? Does it meet the needs?
Usable Is it intuitive? Is it easy to use? Is it accessible?
Desirable Is it aesthetically pleasing? Is it differentiated? Is it memorable?
Sustainable Can it be maintained? Can it be supported? Can it be scaled?
Social Does it facilitate conversation? Does it support sharing? Does it encourage community?
If our product meets the above points, we will be building credibility and trust between users and the brand.
Growth-Driven-Design-1
4. UX is not just one person's responsibility
User-centered design should be the responsibility of the entire company and should be integrated into everything it does. Believing that experience designers are just another step in the process and assigning them tasks solely related to graphic design is a mistake.
“Most clients expect the design experience to be a discrete activity, solving all their problems with a single functional specification or a single research study.
“It should be an ongoing effort, a process of continually learning about users, responding to their behaviors, and evolving the product or service.” - Dan Brown, co-founder and director at EightShapes
Furthermore, UX never ends, it is a process of continuous improvement around the user and their interaction with the product or service, which is why an experience designer always pushes the company to adopt a user-centered approach.
5. UX work tends to be iterative
Testing a product is part of the iterative process of experience design. It's a bad idea to assume that every change will be what the user expected, so instead we test to validate our hypotheses.
A sample of five users is enough to detect 80% of the usability problems of our product , this is the only guarantee we have to know if we are going in the right direction.
We always seek to make continuous improvements using tools that show us the performance of the product. At Impulse we use Lucky Orange to obtain heat maps, information about where our landing page has been visited or what devices our users use, mouse movements, etc. In this way we obtain qualitative insights that help us to further fine-tune the product .
ChaptersWorking table 4-8
Conclusion
It's time to collaborate and understand the role of experience designers and value the contribution they can offer to any work team. Recognizing that their genuinely user-centered approach is vitally important to growing as a company.
If there is something that the marketing area and in general the other areas of your company can learn from UX Design, it is learning to better question their products and services in relation to the needs of the user.
Digital strategies with their email campaigns, social media, and more target consumers in different contexts. For example, ensuring that users get a pleasant and consistent experience throughout the conversion funnel is a UX scenario.
That's why I like that web design is gaining more and more ground in different areas, because as a discipline, it is not only about technology, it will always be about people , which makes it essential for any business.
If you want to take your website to the next level and increase conversion and generation of leads and sales , we invite you to learn more about our Web Design and Development service.
Table of contents
It is understandable that many people self employed database package do not fully understand the meaning of UX Design because this specialty was for a long time related only to product design. However, this term has already begun to be heard in companies from different sectors and marketing agencies are no exception thanks to its application in web design and the Growth Driven Design methodology.
When I arrived at Impulse, some of my colleagues weren’t sure what my role would be in the company. Many told me that they had heard the term but didn’t know exactly what we did. Then I remembered the words of Lalo Gonzáles, UX Designer Director at Laboratoria : “Girls, part of our job as UX Designers is to evangelize about what we do.” It’s a bit funny, but it’s true.
That's why today I want to tell you 5 things that will help you understand UX design , what it is and what it isn't, so that your marketing team is increasingly aligned with what those of us who are dedicated to user experience do:
1. UX is not just about designing “pretty interfaces”
This is probably the most common myth about what UX is, the truth is that designing beautiful interfaces, known as UI Design, is only one part of the UX discipline.
In reality, user experience is shaped by every interaction a person has with a product or service, from seeing an online ad for our favorite band, buying our tickets online, to actually attending the venue and enjoying the concert. Every point of contact is part of the experience .
So, a user experience designer is responsible for improving the experience that people have when interacting with products (digital or physical) by making them useful, easy to use and pleasant to interact with.
Chapter 4
2. The focus of UX is on people's needs
In UX, we care about making things that people need, in order to design desirable products that are aligned with business objectives. We also take into account the emotional aspect of the brand, studying specific user samples to discover their real human needs, emphasizing qualitative research methods.
Human Factors International sums it up in the following sentence: “UX research is not about markets, trends” but about “what a person feels about using a product or service.”
3. UX is more than usability
Usability is important. Creating positive and pleasant emotions in users when they interact with a product or service is part of building a great product, but worrying only about whether these are easy to understand and use is not enough. In fact, usability is a minimum requirement for a product with a good UX, because we are not only looking for “if it works” but also the “wow” factor.
To achieve this difference, we make sure that the product meets other aspects that a good UX web design requires , the same ones that aim to satisfy the needs of users on many levels, these are:
Helpful Is there any reason I should use this? Does it meet the needs?
Usable Is it intuitive? Is it easy to use? Is it accessible?
Desirable Is it aesthetically pleasing? Is it differentiated? Is it memorable?
Sustainable Can it be maintained? Can it be supported? Can it be scaled?
Social Does it facilitate conversation? Does it support sharing? Does it encourage community?
If our product meets the above points, we will be building credibility and trust between users and the brand.
Growth-Driven-Design-1
4. UX is not just one person's responsibility
User-centered design should be the responsibility of the entire company and should be integrated into everything it does. Believing that experience designers are just another step in the process and assigning them tasks solely related to graphic design is a mistake.
“Most clients expect the design experience to be a discrete activity, solving all their problems with a single functional specification or a single research study.
“It should be an ongoing effort, a process of continually learning about users, responding to their behaviors, and evolving the product or service.” - Dan Brown, co-founder and director at EightShapes
Furthermore, UX never ends, it is a process of continuous improvement around the user and their interaction with the product or service, which is why an experience designer always pushes the company to adopt a user-centered approach.
5. UX work tends to be iterative
Testing a product is part of the iterative process of experience design. It's a bad idea to assume that every change will be what the user expected, so instead we test to validate our hypotheses.
A sample of five users is enough to detect 80% of the usability problems of our product , this is the only guarantee we have to know if we are going in the right direction.
We always seek to make continuous improvements using tools that show us the performance of the product. At Impulse we use Lucky Orange to obtain heat maps, information about where our landing page has been visited or what devices our users use, mouse movements, etc. In this way we obtain qualitative insights that help us to further fine-tune the product .
ChaptersWorking table 4-8
Conclusion
It's time to collaborate and understand the role of experience designers and value the contribution they can offer to any work team. Recognizing that their genuinely user-centered approach is vitally important to growing as a company.
If there is something that the marketing area and in general the other areas of your company can learn from UX Design, it is learning to better question their products and services in relation to the needs of the user.
Digital strategies with their email campaigns, social media, and more target consumers in different contexts. For example, ensuring that users get a pleasant and consistent experience throughout the conversion funnel is a UX scenario.
That's why I like that web design is gaining more and more ground in different areas, because as a discipline, it is not only about technology, it will always be about people , which makes it essential for any business.
If you want to take your website to the next level and increase conversion and generation of leads and sales , we invite you to learn more about our Web Design and Development service.