1️⃣ User-Centric Approach – Prioritize user needs through research, feedback and data to ensure a seamless experience. 2️⃣ Common Goals Alignment – Focus on shared objectives like engagement, retention and conversions instead of conflicting priorities. 3️⃣ Data-Driven Decisions – Use A/B testing, heatmaps and analytics to validate what works best for both user experience and business growth. 4️⃣ Cross-Functional Collaboration – Bridge the gap by fostering communication between design and marketing teams to create a unified strategy. 5️⃣ Iterate & Optimize – Continuously refine designs and campaigns based on real user behavior ensuring both usability and business success.

Leadership involvement might be necessary to mediate and ensure both teams feel heard. Design typically prioritizes user experience and aesthetics, while marketing focuses on conversions and business metrics. The key is to find common ground. Instead of just tracking conversion rates, include user satisfaction scores. This ensures both teams are accountable to each other's priorities. Creating a feedback loop where user data informs both design iterations and marketing strategies can maintain alignment.

Prioritizing Users and Business Goals When design and marketing clash, focus on alignment through these steps: 1) Anchor on User Needs: Use data and feedback to identify what truly benefits the user, this bridges gaps between teams. 2) Connect to Business Goals: Show how user-centered decisions drive metrics like retention, engagement, or revenue. 3) Facilitate Collaboration: Bring teams together to find creative solutions that meet both user expectations and marketing objectives. 4) Test and Iterate: Use A/B testing to validate approaches, balancing user experience with business outcomes. 5) Communicate Trade-offs: Be transparent about decisions and their potential impact on both user satisfaction and business performance.

Balancing design and marketing starts with user-centered data. Take Grab’s super app in Southeast Asia—its UX team streamlined navigation based on user behavior, while marketing optimized in-app promotions. The result? Higher engagement without cluttering the interface. Prioritizing A/B testing, like Shopee did, ensures business goals align with user experience. Collaboration, not conflict, drives impact. #UX #Marketing #AsiaPacific

Balancing design and marketing starts with aligning on a shared vision that meets user needs and business goals. At Fab AF, I facilitated cross-functional workshops to foster collaboration and ensure clarity on constraints and opportunities. Data-driven insights, like A/B testing, helped us resolve conflicts objectively and prioritize what resonates with users while achieving business outcomes. How do you manage these cross-team dynamics? Let’s share approaches!