A quick look at 4 principles to keep in mind as the worlds of marketing and user experience converge from the VP of Product Experience at Refinery29 Presented at Internet Summit in Raleigh, NC, & Digital Summit in Detroit & Dallas in 2015

1. U S E R E X P E R I E N C E
I S M A R K E T I N G

2. 2
WHO ARE YOU?
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WHO AM I?
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I’M NOT A…
CHILD ACTOR.

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I’M NOT A…
CHILD ACTOR.

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I ’M NOT A …
COM EDIAN.

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I ’ M A M …
VP OF PROD U CT E XPERIENCE
@ R E F I N E R Y 2 9
U S E R E X P E R I E N C E + P R O D U C T M A R K E T I N G

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M A R K E T O P P
U S E R N E E D

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M A R K E T O P P
U S E R N E E D D E S I G N
P R O B L E M

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M A R K E T O P P
U S E R N E E D
P O S I T I O N I N G
E X P E R I E N C ED E S I G N
P R O B L E M

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T H E E V O L U T I O N O F
C R E A T I N G D E S I R E I S
D E S I G N I N G F O R N E E D .
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A SIMPLE PROD U C T BUILT ARO UN D YO U, DE SIGN ED FOR RE AL L IFE AND
ALL I T S P OT EN TIAL. TURN ON YO UR L IFE W IT H LIGHT.

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Marketing is about the relationship
between people and brand.
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Marketing is about the relationship
between people and brand.
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U S E R E X P E R I E N C E
T E C H N O L O G Y

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B R A N D H A S B E C O M E T E C H N O L O G Y .
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17. T O D A Y ’ S A P P R O A C H
USERS HAVE THE POWER
DEVELOPMENT IMPOSSIBLE TO
SEPARATE FROM MARKETING
FOCUS ON PASSIONATE USERS
EVANGELIZING
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T R A D I T I O N A L M A R K E T I N G
MARKETERS HAVE THE POWER
DEVELOPMENT INDEPENDENT OF
MARKETING
FOCUS ON BRAND
ADVERTISING

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T O D A Y ’ S A P P R O A C H
USERS HAVE THE POWER
DEVELOPMENT IMPOSSIBLE TO
SEPARATE FROM MARKETING
FOCUS ON PASSIONATE USERS
EVANGELIZING
T R A D I T I O N A L M A R K E T I N G
MARKETERS HAVE THE POWER
DEVELOPMENT INDEPENDENT OF
MARKETING
FOCUS ON BRAND
ADVERTISING

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4 P R I N C I P L E S T H A T C A N G U I D E U S
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Y O U H A V E 7 S E C O N D S
T O M A K E A F I R S T
I M P R E S S I O N
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3 C O G N I T I V E L E V E L S
V I S C E R A L
B E H A V I O R A L
R E F L E C T I V E
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V I S C E R A L
W H E R E E M O T I O N S I G N A L S A R E I N T E R P R E T E D
A U T O M A T I C A L L Y . F I R S T I M P R E S S I O N .
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B E H A V I O R A L
H O W T H I N G S W O R K A N D H O W W E
E X P E R I E N C E T H E M
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R E F L E C T I V E
H O W W E I N T E R P R E T A N D U N D E R S T A N D T H I N G S
A N D R E F L E C T O N O U R S E L V E S
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H A Z E W E A T H E R A P P

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C I T Y M A P P E R T R A N S I T A P P

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C I T Y M A P P E R T R A N S I T A P P

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C I T Y M A P P E R T R A N S I T A P P

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H U M A N I Z E S O M E T H I N G
C O M P L E X

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P R O D U C T H A V E A N
E C O S Y S T E M B E Y O N D
T H E E N D U S E R
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AUDI ENCE

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AUDI ENCECRE ATOR

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AUDI ENCECRE ATO RPA RTNER

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AUDI ENCE
CRE ATOR PARTNER

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AUDI ENCE
CRE ATOR PARTNER
HAVE S OME THI NG TO S AY.
WA NT TO BE IN THE K NOW.
WAN T TO CRE AT E.
WAN T TO CON SUM E.
WANT TO BE HE AR D.
WANT TO INFLUENCE.

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A I R B N B - L I V E L I K E A L O C A L

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A I R B N B - L I V E L I K E A L O C A L

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S P O T I F Y - M U S I C
F O R E V E R Y O N E

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S P O T I F Y - M U S I C
F O R E V E R Y O N E

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P R E S E N T A B L E S -
G I F T C U R A T I O N

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P R E S E N T A B L E S -
G I F T C U R A T I O N

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S T A N D O U T I N
S O M E O N E E L S E ’ S
E X P E R I E N C E
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V O X O N A P P L E N E W S

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R E F I N E R Y 2 9 O N S N A P C H A T

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P R O D U C T S A R E A N
A L W A Y S - O N
M A R K E T I N G C H A N N E L
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48. WE ARE WILLING TO TELL OUR DEVICES EVERY THING.
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49. WE ARE WILLING TO TELL OUR DEVICES EVERY THING.
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50. WE ARE WILLING TO TELL OUR DEVICES EVERY THING.
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51. WE ARE WILLING TO TELL OUR DEVICES EVERY THING.
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R I N G L Y

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Y A H O O N E W S D I G E S T

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T H E P R O D U C T A N D T H E
M A R K E T I N G A R E T H E S A M E
T H I N G . A N D A N Y O R G A N I Z A T I O N
T H A T I S S P L I T T I N G T H E M A P A R T I S
M A K I N G A H U G E M I S T A K E .
“
SE TH G ODI N

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T H E I M P O R T A N C E O F U S E R E X P E R I E N C E F O R D I G I T A L M A R K E T I N G
C L I C K Z
Y O U A R E A M A R K E T E R . D E A L W I T H I T
G U Y K A W A S A K I
W H Y U X I S R E A L L Y J U S T G O O D M A R K E T I N G
5 2 W E E K S O F U X
N O T J U S T P R E T T Y : B U I L D I N G E M O T I O N I N T O Y O U R W E B S I T E S
S M A S H I N G M A G A Z I N E
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S O M E G O O D R E A D S

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THA NK YO U!

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@AHZ Z Z Z
A Z IZ@ REFINERY29.COM