Les équipes marketing s’interrogent sur le design de votre produit. Comment allez-vous défendre le concept de base ?

In my experience, if the marketing team is concerned about product design, there is something seriously wrong with the NPD process. Product design should be a collective effort, and the marketing team should have a decisive voice over its final outcome, knowing it's highly relevant to their go-to-market strategy and A&P tactics. For example, Apple’s initial success was largely credited to its simple yet unique design, which is consistent across its retail shops, website, and marketing campagins, and it helped shape the brand's overall image, drive great influence and sales performance. The marketing team's concerns should be valued from the very beginning and included in the entire product launch plan.

Defend Your Design Like a Pro! Listen closely to marketing's concerns (target audience, market fit?). Explain your user-centered choices, backed by research. Show, don't just tell - data & user testing are your allies!

- Listen Actively: Start by engaging with the marketing team's concerns and feedback to understand their perspective. - Clarify Points: Ask questions to clarify their specific worries, whether about target audience appeal or market competitiveness. - Address Concerns: Once you understand their concerns, address each one directly with clear explanations. - User-Centered Focus: Emphasize how your design decisions prioritize user needs and preferences throughout the process. - Support with Research: Highlight relevant research or user testing that informed your design choices, showcasing a thoughtful, user-centered approach.

Focus on the "Why" Highlight how features benefit users - explain how a simpler UI = happier customers. Showcase unique selling points & connect design to business wins!

The design incorporates our brand’s color palette, typography, and imagery, ensuring a cohesive look that strengthens brand recognition and loyalty. Interactive elements like hover effects and animations capture user attention and encourage longer site visits, increasing engagement metrics. The design meets accessibility standards, making it usable for a wider audience, including those with disabilities. This not only broadens our user base but also enhances our brand’s reputation. Initial analytics indicate a 20% increase in user engagement and a 15% rise in conversion rates since implementing the new design.

Share results from surveys where users have provided feedback on various design elements. Present metrics on how easily users completed tasks with the new design compared to the old one. Our design now aligns with industry best practices, similar to leading competitors who have seen significant engagement improvements. Share case studies from other projects or similar companies where similar design changes led to positive outcomes. By presenting this evidence in a clear, organized, and visually engaging manner, you can effectively defend your design decisions and demonstrate their value to the marketing team.

Offering flexibility when defending your product design to marketing teams can help foster collaboration and show that you’re open to their input. Start by acknowledging the marketing team’s expertise and the value of their insights. Present alternative design solutions that still align with the core concept and goals. Invite the marketing team to share their thoughts and concerns openly. Point out which parts of the design are more flexible and can be adjusted based on feedback. Emphasize that the design process is iterative and changes can be made based on feedback and testing.

If someone questions your design, they are invested in some way in the outcome of your work. Get talking, find out their thoughts, and be open to seeing if they have valuable insights to integrate into the design and make it even better.

Explain how the design can easily accommodate new features, products, or content without requiring a complete overhaul. Highlight the use of up-to-date technologies and design standards that ensure longevity. Showcase how elements like colors, fonts, and layouts can be easily updated to align with future brand changes. Explain how the design adheres to current trends and best practices, which are likely to remain relevant. Highlight the design’s optimization for speed, which is crucial for future web standards and user expectations.