UX Isn’t Just For Designers: Why Digital Marketers Should Understand User Experience
Most people who use the internet know the basics of a great user experience - consistency, simplicity, and purpose. Even if you’re not a designer, it’s pretty obvious when product designers take the time to create a great experience. It’s important! A great UX can draw users in, help to improve the user experience, keep those users on your page for longer, and increase the chances of them recommending you to others.
But what about from a marketing perspective? As someone who started their career in marketing, I didn’t even know what UX stood for a few years ago, let alone understand how it could help me be a better marketer. But, as I’ve moved away from marketing and been solidifying myself in the product design and development world over the past year, I’ve learned that marketers are some of the key people who need to understand what a great UX is.
Design is a key component of any product. Something beautiful, intuitive, and accessible is key to wowing users as soon as they get to your app or product. From a marketing perspective, the look and feel of your product is often one of the first impressions a customer will have of your brand. If this is a strong first impression, customers are more likely to know who you are and what you have to offer, which can lead to increased brand awareness and users. Meanwhile, if this impression isn’t particularly strong or positive, they’re more likely to drop off.
One thing that tends to be prioritized by many products is trying to keep users actually using with the product for as long as possible. Do you know what that means to a marketer? Higher engagement rates and increased brand loyalty. Marketing teams often track analytics and KPIs related to ’stickiness’ - how well a brand resonates with a customer, based on how long they are engaged on your website. Making sure the experience is optimized to keep customers within the product ecosystem will help keep people looking at your brand, and encourage referrals so customers recommend you to their family and friends.
So what should marketers do to ensure the UX established in the product supports their marketing efforts? Start by working closely with the design team, participate in design critique sessions, and get involved in user-acceptance testing. Share what pain points you’re noticing among customers, and work with design to see how these pain points can be addressed within the product experience. This was one of the first ways I got involved in design, and it is a great way for you as a marketer to not only give your feedback on the design of the product, but make sure marketing has a seat at the table when it comes to product decisions.