Friday, May 23, 2008

Breaking Down the Silos: Usability Practitioners Meet Marketing Researchers

Overlap between marketing and UX ...

"Being a consultant with experience in both traditional marketing research and user experience and usability gives me a unique perspective on a broad range of issues relating to customer experience. Not only do I have a good idea of what the other discipline does, I am a practitioner of the other discipline. However, in attempting to play both roles at once, I often find that client companies keep these two disciplines locked up in separate silos—usability research within IT and marketing research within the Marketing Services department. This can have a serious impact on the sharing of information relating to customer experience.

To help demonstrate my point, here is a brief quiz for UX professionals and other members of your product team:

1. When building personas for use in your UI evaluations what role did your Marketing or Marketing Research department play in helping you build those personas?
2. When was the last time you or your CIO read the results of a customer marketing research or branding study that your marketing team conducted?
3. If you wanted to get your hands on such a study, how easy would it be?
4. Your company’s ad agency has spent numerous billable hours writing a detailed advertising and communications plan for your product, service, or brand. Tell me some details about these four key components: ad strategy, brand definition, brand positioning, and intended customer communications take-aways.
5. When was the last time you attended a meeting in which someone from senior management or marketing discussed goals for satisfying customer experiences—both online and offline—across a broad range of communications channels?

If you had trouble answering the above questions, you are not alone."    (Continued via UXmatters, David Kozatch)    [Usability Resources]

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