UX design and marketing sometimes go hand in hand completely while other times it doesn't at all. When you do UX design you want to create the most convenient and consistent user experience possible. A UX designer not care about profits since that usually doesn't relate to UX. On the other hand, marketing wants to maximise profit. It's all about increasing the conversion ratio and converting visitors into buyers. It isn't a stretch to say that a happy customer is more likely to buy something. Small changes have a huge impact on the conversion ratio.

What is Good UX Design?

UX stands for user experience, but you already know that. What is a "Good UX Design"? You might be able to notice this in your life right now. There are so many services and products that you use simply because they are easy to access and you get an amazing user experience. Many of these companies are multi-billion dollar industries. A lot of them have a few principles that they follow religiously. One of them is called the Nielsen Norman heuristics, authored by Don Norman and Jakob Nielsen.

10 Usability Heuristics

  1. Visibility of system status
    Keep the user informed about the current system status through visible means within reasonable time.
  2. Match between system and real world
    Matching the information presented in the system with real world conventions.
  3. User control and freedom
    Give the user a way out in case something goes wrong whether intended or not.
  4. Consistency and standards
    Follow patterns across platforms making it easy for users to figure out the system.
  5. Error prevention
    Test the system intensively so it doesn't have any errors. Where the user seems to make error notify them.
  6. Help users recover from errors
    Explain the error in a human readable format and suggest solutions in overcoming those errors.
  7. Flexibility and efficiency of use
    Flexible processes can be carried out in many ways, so that people can pick the method that works for them the best.
  8. Reduce the need to recall
    Important settings and menus should be easy to access and shouldn't be hidden behind multiple options and labyrinths of UI elements.
  9. Aesthetic and minimal design
    Keep the screens and dialogues focused and minimal to maximise visibility and clarity.
  10. Help and documentation
    Help and documentation content should be easy to search and focused on the user's task. Keep it concise, and list concrete steps that need to be carried out.

If you read these principles you will notice a lot of overlap with whats considered good marketing principles.

Marketing, UX and metrics

As a marketer, you will know how important statistics and analytics are. Having as much data as possible on user behaviour can lead you towards the right path and help you convert the user. Every time want to try something you will need a new landing page. You will test different landing pages and offers to see which one has the best outcome. This is where the UX part kicks in. Having knowledge of UX will help you building these landing pages and offers.

The information that you gather while you do analytics for marketing purposes can then be fed into UX. This creates a relationship which feeds off of each other. As a marketer you would know which aspects of the campaign needs to be prioritised. This can be achieved easily during a design sprint which is intense 5 day process in which the entire team pitches in with all the knowledge and insight they have towards UX which can be qualified during the testing phase.

Good UX design maximises efficiency

Empathy and Diplomacy are the two key capabilities a good UX designer possess. As a marketer you may ignore these things because honestly it doesn't make much sense when you look at stats and analytics all day. But just have a look around and you will see many cases where good marketing couldn't save a product or service because the users didn't feel like using it. Having a good UX reduces the overhead and increases the bottom line when its done right even though that's never the goal of UX to begin with.