What are the similarities between User Experience Design and Inbound Marketing? And why is it so important for business strategies to encompass both? In this talk, I cover how UX and Inbound Marketing share common principles, discuss the ways in which they're intended to work together, and share a look at my personal UX process. This talk was given at a HubSpot event in Rio de Janeiro, Brazil.

1. Austin Knight
Senior UX Designer at HubSpot
UX Design
Inbound Marketing
&

2. UX Design Inbound Marketing
A deep-thinking, objective,
goal-oriented, adaptable,
and well-informed way of
designing every aspect of a
system and it’s experience.
A friendly, data-driven, and
value-focused way of
naturally attracting
customers to a brand and
engaging with them.
@ustinKnight

3. UX Design Inbound Marketing
A human-centered
approach to design
A human-centered
approach to marketing
@ustinKnight

4. HUMAN-CENTERED
@ustinKnight

5. Provide a great experience
@ustinKnight

6. Provide a great experience
But there’s a
problem!
@ustinKnight

7. PRE-SITE
Social media
posts, search
results, paid ads
This is what
we think about
@ustinKnight

8. PRE-SITE ON-SITE POST-SITE
Social media
posts, search
results, paid ads
Landing page, navigation,
blog structure, checkout or
conversion flow.
Sales or Support
representative,
email follow-up.
@ustinKnight

9. By: Jane Doe
What tools do you use to get your online
marketing work done? Can you do all the
same work of a digital marketer, and do it
for free?
TRY OUR FREE MARKETING TOOL
Is it possible to have all these great tools
without paying a cent? It was a fun challenge
to come up with a way to build a $0
marketing stack, to find free alternatives to
popular paid tools and services. I’m grateful
for all the amazing companies out there that
offer such value for so little. Here’s the list I
came up with for free alternatives to paid
tools. I’d love to know what you think!
31 Marketing Tools
for Startups
This is what
we think about
@ustinKnight

10. By: Jane Doe
What tools do you use to get your online
marketing work done? Can you do all the
same work of a digital marketer, and do it
for free?
TRY OUR FREE MARKETING TOOL
Is it possible to have all these great tools
without paying a cent? It was a fun challenge
to come up with a way to build a $0
marketing stack, to find free alternatives to
popular paid tools and services. I’m grateful
for all the amazing companies out there that
offer such value for so little. Here’s the list I
Join our email list
Name
Submit
TechRev Services Pricing Blog Contact Us
Email
GET STARTED
31 Marketing Tools
for Startups
@ustinKnight

11. By: Jane Doe
What tools do you use to get your online
marketing work done? Can you do all the
same work of a digital marketer, and do it
for free?
TRY OUR FREE MARKETING TOOL
Is it possible to have all these great tools
without paying a cent? It was a fun challenge
to come up with a way to build a $0
marketing stack, to find free alternatives to
popular paid tools and services. I’m grateful
for all the amazing companies out there that
Join our email list
Name
Submit
TechRev Services Pricing Blog Contact Us
Email
GET STARTED
31 Marketing Tools
for Startups
Get 50% off when you sign up today REDEEM YOUR OFFER
@ustinKnight

12. Get 50% off when you sign up today REDEEM YOUR OFFER
By: Jane Doe
What tools do you use to get your online
marketing work done? Can you do all the
same work of a digital marketer, and do it
for free?
TRY OUR FREE MARKETING TOOL
Is it possible to have all these great tools
without paying a cent? It was a fun challenge
to come up with a way to build a $0
marketing stack, to find free alternatives to
popular paid tools and services. I’m grateful
for all the amazing companies out there that
Join our email list
Name
Submit
TechRev Services Pricing Blog Contact Us
Email
GET STARTED
31 Marketing Tools
for Startups
Sign up for an exclusive offer!
SIGN ME UP
X
@ustinKnight

13. Get 50% off when you sign up today REDEEM YOUR OFFER
By: Jane Doe
What tools do you use to get your online
marketing work done? Can you do all the
same work of a digital marketer, and do it
for free?
TRY OUR FREE MARKETING TOOL
Is it possible to have all these great tools
without paying a cent? It was a fun challenge
to come up with a way to build a $0
marketing stack, to find free alternatives to
popular paid tools and services. I’m grateful
for all the amazing companies out there that
Join our email list
Name
Submit
TechRev Services Pricing Blog Contact Us
Email
GET STARTED
31 Marketing Tools
for Startups
Sign up for an exclusive offer!
SIGN ME UP
X
Don’t leave yet!
SIGN ME UP
Sign up today and we’ll give
you our product for free!
Just sign up!
X
@ustinKnight

14. is kingContent
@ustinKnight

15. is kingContext
@ustinKnight

16. UX Design
A human-centered
approach to design
Inbound Marketing
A human-centered
approach to marketing
@ustinKnight

17. UX Design
A human-centered
approach to design
Inbound Marketing
A human-centered
approach to marketing
@ustinKnight

18. UX Design Inbound Marketing
DESIGNER MARKETER
@ustinKnight

19. MARKETER DESIGNER
UX Design Inbound Marketing
@ustinKnight

20. MARKETER
@ustinKnight

21. DESIGNER
@ustinKnight

22. Example Tools
Fundamentals Statistics
@ustinKnight

23. THE FUNDAMENTALS
OF UX DESIGN
1
@ustinKnightuxd.to/guide

24. What is UX?
@ustinKnightuxd.to/guide
User Experience (UX) involves all interactions that a user has with a particular
product, system or service. It is the process of enhancing user satisfaction by
improving the usability, ease of use, and pleasure provided in the interaction
between the user and the product. It is human-centered, data-inspired design
that assists both the users and the business in achieving their goals. Web
UX involves the strategy, research, analysis, design, implementation,
measurement, and iteration of a website.

25. What is UX?
@ustinKnightuxd.to/guide
It is human-centered, data-inspired design
that assists both the users and the
business in achieving their goals.

26. Principles
@ustinKnightuxd.to/guide
1. The design is based upon an explicit understanding of users,
tasks and environments
2. Users are involved throughout design and development
3. The design is driven and refined by user-centered evaluation
4. The process is iterative
5. The design addresses the whole user experience
6. The design team includes multidisciplinary skills and
perspectives

27. Process
@ustinKnightuxd.to/guide
Lean UX

28. Process
@ustinKnightuxd.to/guide

29. Process
@ustinKnightuxd.to/guide

30. Process
@ustinKnightuxd.to/guide
Think Make Check
Strategy Research Analysis Design Implementation Measuring Iteration
Competitive analysis
Stakeholder
interviews
Brainstorming
KPI definition
Value proposition
Ecosystem map
Mood boards
Story boards
Analytics review
Surveys
Content audit
User interviews
Card sorting
Heuristic review
User testing analysis
A/B testing
Analytics review
Personas
Scenarios
Mental models
Use cases
User flows
Heuristic review
User testing analysis
Collaborative design
Taxonomies
Sketches
Wireframes
Mockups
Prototypes
User testing
Code development
QA testing
Beta and public
launch
Analytics review
KPI performance
Heat mapping
Scroll mapping
User testing
Bug fixes
Qualitative user
feedback
Quantitative
feedback
User pain point
reduction
Feature innovation

31. Process
@ustinKnightuxd.to/guide
THINK MAKE CHECK
Scenarios Wireframes Heat Maps

32. Thoughtful solutions
@ustinKnightuxd.to/guide

33. Why should we care about UX?
@ustinKnightuxd.to/guide

34. STATISTICS
RELATED TO UX
2
@ustinKnightuxd.to/guide

35. Why should we care about UX?
@ustinKnightuxd.to/guide
94% of a user’s first impressions of a brand
result from the design of its website.
USERS CARE ABOUT DESIGN

36. Why should we care about UX?
@ustinKnightuxd.to/guide
79% of users will go to a different site if they
don’t immediately find what they’re looking for
USERS ARE IMPATIENT

37. Why should we care about UX?
@ustinKnightuxd.to/guide
The average user will leave a website and
not return if it does not load in 3 seconds.
USERS ARE IMPATIENT

38. Why should we care about UX?
@ustinKnightuxd.to/guide
A one second page load delay would cost
Amazon $1.6 Billion in sales per year.
USERS ARE IMPATIENT

39. Why should we care about UX?
@ustinKnightuxd.to/guide
50 million mobile apps are downloaded every
day. 95% are abandoned within a month.
USERS ARE IMPATIENT

40. Why should we care about UX?
@ustinKnightuxd.to/guide
25% of apps are abandoned
after a single day.
USERS ARE IMPATIENT

41. Why should we care about UX?
@ustinKnightuxd.to/guide
Over 220 million desktop users and 420
million mobile users run an ad blocker.
USERS VALUE GOOD EXPERIENCES

42. Why should we care about UX?
@ustinKnightuxd.to/guide
You are 64 times more likely to climb Mount
Everest than click on a banner ad.
USERS VALUE GOOD EXPERIENCES

43. Why should we care about UX?
@ustinKnightuxd.to/guide
Spotify’s 10 second Snapchat ad
received 26 million views, causing a
30% lift in subscription intent.
USERS VALUE GOOD EXPERIENCES

44. Why should we care about UX?
@ustinKnightuxd.to/guide
This Taco Bell lens received 244
million views on Snapchat in a
single day. The average user plays
with a lens for 22 seconds.
USERS VALUE GOOD EXPERIENCES

45. Why should we care about UX?
@ustinKnightuxd.to/guide
Google now punishes sites that are not
mobile optimized, have mobile pop-ups, or
are not using SSL encryption.
USERS VALUE GOOD EXPERIENCES

46. @ustinKnightuxd.to/guide
In 10 years, a $10,000 investment in design
centric companies would have yielded
returns 228% greater than the same
investment in the S&P.
Why should we care about UX?
UX IS A GOOD INVESTMENT

47. Why should we care about UX?
@ustinKnightuxd.to/guide
 ơ ſ

48. Why should we care about UX?
@ustinKnightuxd.to/guide

49. uxd.to/guide @ustinKnight
UX is growing globally

50. google.com/trends @ustinKnight

51. designerhangout.co @ustinKnight

52. kpcb.com/internet-trends @ustinKnight
User behavior is changing

53. kpcb.com/internet-trends @ustinKnight

54. kpcb.com/internet-trends @ustinKnight

55. kpcb.com/internet-trends @ustinKnight

56. kpcb.com/internet-trends @ustinKnight

57. kpcb.com/internet-trends @ustinKnight

58. kpcb.com/internet-trends @ustinKnight

59. kpcb.com/internet-trends @ustinKnight

60. kpcb.com/internet-trends
@ustinKnight

61. @ustinKnight
Understand your audience

62. How is this actually done?
@ustinKnight

63. UX DESIGN
AT HUBSPOT
3
@ustinKnight

64. @ustinKnight

65. Analytics Review
@ustinKnight

66. Heat Mapping and Scroll Mapping
@ustinKnight

67. Session Recordings
@ustinKnight

68. User Testing
@ustinKnight

69. Stakeholder and Customer Interviews
@ustinKnight

70. Unsolicited Feedback
@ustinKnight

71. Wireframes
@ustinKnight

72. Mockups
@ustinKnight

73. Interactions
@ustinKnight

74. Smart Content
@ustinKnight

75. Accessibility
@ustinKnight

76. Internationalization
@ustinKnight

77. Code Development
@ustinKnight

78. QA Testing
@ustinKnight

79. @ustinKnight

80. @ustinKnight

81. Conversion Rate
(22% Actual Increase to Product Pages)○
Exit Rate
(18% Actual Decrease in Exit Rate)○
Pain Point Behaviors
(FAQ, Search Queries, Misguided Clicks)○
@ustinKnight

82. What are the ideal
tools for UX Design?
uxd.to/guide @ustinKnight

83. TOOLSWORTH USING
4
uxd.to/guide @ustinKnight

84. uxd.to/guide @ustinKnight
Think
• UserTesting.com
• Hotjar
• CrazyEgg
• Usabilla
• UsabilityHub
• Optimal Workshop
Make
• Gliffy
• XMind
• Balsamiq / Axure
• Sketch / Photoshop
• InVision / Adobe XD
Marvel / Webflow
UXPin / Keynote
Check
• Google Analytics
• HubSpot
• Mixpanel
• KISSmetrics
• Optimizely

85. uxd.to/guide @ustinKnight

86. @ustinKnight
Design
Marketing

87. @ustinKnight
AustinKnight.com
uxd.to/guide
@HubSpot
HubSpot.com