UX Nights Vol 01.02: UX vs Marketing
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#UXvsMarketing - @bibinex
User Experience vs Marketing
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#UXvsMarketing - @bibinex
Hola, soy Bibiana Nunes
Diseñadora de Experiencia de Usuario eCommerce Manager para adidas México Venezolana y fanática de los deportes
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#UXvsMarketing - @bibinex
Actualmente: UX es visto como una
estrategia de Marketing
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#UXvsMarketing - @bibinex
UX no es Marketing
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#UXvsMarketing - @bibinex
UX es multicanal
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#UXvsMarketing - @bibinex
es multicanal
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#UXvsMarketing - @bibinex
es multicanal
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#UXvsMarketing - @bibinex
es multicanal
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#UXvsMarketing - @bibinex
es multicanal
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#UXvsMarketing - @bibinex
es multicanal
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#UXvsMarketing - @bibinex
cada detalle importa
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#UXvsMarketing - @bibinex
cada detalle importa
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#UXvsMarketing - @bibinex
cada detalle importa
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#UXvsMarketing - @bibinex
La experiencia puede ser positiva o negativa
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
la conforman muchos elementos
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#UXvsMarketing - @bibinex
la conforman muchos elementos
arquitectura de la información
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#UXvsMarketing - @bibinex
la conforman muchos elementos
arquitectura de la información
diseño visual
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#UXvsMarketing - @bibinex
la conforman muchos elementos
arquitectura de la información
funcionalidad
diseño visual
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#UXvsMarketing - @bibinex
la conforman muchos elementos
arquitectura de la información
funcionalidad
diseño de interacción
diseño visual
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#UXvsMarketing - @bibinex
la conforman muchos elementos
arquitectura de la información
funcionalidad
estrategia de contenido
diseño de interacción
diseño visual
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#UXvsMarketing - @bibinex
la conforman muchos elementos
arquitectura de la información
funcionalidad
estrategia de contenido
diseño de interacción
diseño visual
tipografía
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#UXvsMarketing - @bibinex
la conforman muchos elementos
arquitectura de la información
funcionalidad
estrategia de contenido
usabilidad
diseño de interacción
diseño visual
tipografía
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
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#UXvsMarketing - @bibinex
el marketing es el reflejo de la experiencia de usuario
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#UXvsMarketing - @bibinex
debe haber un balance entre marketing y UX
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#UXvsMarketing - @bibinex
la cultura de empresa debe estar enfocada a los
usuarios
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#UXvsMarketing - @bibinex
los objetivos de la empresa deben
encontrarse con los del usuario:
¡GANAR – GANAR!
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#UXvsMarketing - @bibinex
toda la empresa hace UX…
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#UXvsMarketing - @bibinex
…pero debe haber un responsable
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#UXvsMarketing - @bibinex
Acciones:
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#UXvsMarketing - @bibinex
1. toma retroalimentación de tus consumidores a través de los distintos canales
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#UXvsMarketing - @bibinex
2. menos marketing, más UX = más ROI
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#UXvsMarketing - @bibinex
3. mide el impacto de tus cambios
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#UXvsMarketing - @bibinex
3. mide el impacto de tus cambios
tasa de conversión
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#UXvsMarketing - @bibinex
3. mide el impacto de tus cambios
tasa de conversión
cantidad de ventas
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#UXvsMarketing - @bibinex
3. mide el impacto de tus cambios
tasa de conversión
cantidad de ventas
cantidad y calidad de llamadas a servicio al cliente
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#UXvsMarketing - @bibinex
3. mide el impacto de tus cambios
tasa de conversión
cantidad de ventas
calidad de las reseñas
cantidad y calidad de llamadas a servicio al cliente
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#UXvsMarketing - @bibinex
3. mide el impacto de tus cambios
tasa de conversión
cantidad de ventas
calidad de las reseñas
comentarios en redes sociales
cantidad y calidad de llamadas a servicio al cliente
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#UXvsMarketing - @bibinex
4. nunca dejes de hacer mejoras: siempre hay algo en lo que puedes trabajar
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#UXvsMarketing - @bibinex
5. sube a toda tu compañía al barco: todos hacemos UX
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#UXvsMarketing - @bibinex
finalmente:
tu usuario o consumidor es la razón de vida de tu negocio,
dale la prioridad y atención que merece
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#UXvsMarketing - @bibinex
UX <3 Marketing