Comment pouvez-vous vous assurer que les besoins de l’utilisateur final sont satisfaits lors de la collaboration avec les équipes marketing ?

Connecting the messaging and value of what marketing is saying about the product and what happens during the first-time user experience post-conversion is critical. Deliver the value that marketing promised as soon as possible once a customer has signed up, or you'll end up with retention and churn issues later on.

Think of it like being in a relationship with your user. and you want to "gift" them your digital product. What the marketing strategy tells you is what kind of gift you should get, when to get it and where to drop it in their environment for maximum impact, even the what type of color & texture the wrap should be.

At a previous job, our design team created a sleek UI for new software. However, the marketing strategy revealed our main users would be an older demographic less familiar with modern tech. This underscored the importance of aligning design with marketing. Aesthetics are crucial, but user-friendliness based on the target audience is vital. Collaborating closely with marketing ensures our designs resonate with the intended users.

In my experience i see that involving marketing teams early in design phase and more frequently will help to understand the target audience and intent and the UX patterns. It also helps us to decide right content and right time to market.

Step back from the designer role and dive into the product’s strategy. Grasp your product’s unique value, target audience, and how it correlate with the brand’s identity and vision.

Collaboration with marketing teams from the beginning is key to a successful design process. It helps in aligning user needs with marketing objectives, avoiding issues down the road, and benefiting from their valuable insights.

Aligning marketing messages with designs is crucial in ensuring a cohesive and unified brand narrative. Just like with engineering, where collaboration throughout the development process is key, involving marketing early on prevents the unintentional exclusion of key stakeholders. Late integration can lead to misalignment and sometimes led to unintentional feelings of being left out. To maximize collaboration, it's important to include all parties from the outset. This will help create a harmonious relationship where marketing messages seamlessly resonate with the design, which will ensure a more effective and unified presentation to the audience.

User research and marketing are like tangled headphones, hard to separate. There are huge benefits to both parties in knowing and understanding the insights that come from user opinions and practices.

Improving user experience is at the core of effective design. It's not just about creating visually appealing interfaces but ensuring they are intuitive, functional, and user-centric. User feedback is invaluable; it guides us to make designs that resonate with our audience. Whether it's an e-commerce site or an app, the journey to enhance user experience is a continuous one, characterized by regular testing, feedback loops, and a dedication to understanding and meeting user needs.

To ensure end-user satisfaction while collaborating with a marketing team, it's essential to establish a seamless flow of communication between the product development and marketing teams. Regularly share user insights, feedback, and personas to provide the marketing team with a deep understanding of the target audience. Also Align messaging with user needs by emphasizing key features and benefits that resonate with the end users. Incorporate user-centric language in marketing materials to create a connection and convey how the product addresses specific pain points or fulfills user desires.

The best resource I know on this is a book by Tom Greever "Articulating Design Decisions: Communicate with Stakeholders, Keep Your Sanity, and Deliver the Best User Experience". if you can't go through the whole book check out the summaries on Medium and Youtube.

This is the bottom line for every product designer, the numbers. We want the numbers for conversions, retention, and customer satisfaction to showcase on our resumes and LinkedIn profiles. But more importantly, they indicate if our product survived challenges from the unpredictable market, that is human behaviour.

Marketing results are invaluable for product enhancement. Examine your product's performance metrics, from sales to user satisfaction. Understand the strengths, weaknesses, and how marketing strategies influence user perceptions. By evaluating these insights, pinpoint areas to refine in your design, ensuring a product that truly caters to user needs.

Key steps when collaborating with the marketing team: 1. Clear Communication: Establish clearly articulated user insights, preferences, & pain points to ensure the marketing team understands the target audience. 2. Shared Objectives: Align on common customer centric goals & understand how the product or service meets those needs, and guide their strategies and messaging. 3. Feedback Loops: Create feedback loops between the teams. 4. Collaborative Strategy Development: Involve the marketing team early in the design process. Encourage their input & insights in the design. Encourage cross team training. 5. Usability Testing and Validation: Collaborate on usability testing sessions to gather insights on user experiences.