Comments on: Connecting Design (thinking) to Marketing http://designingforexperience.com/2010/03/03/connecting-design-thinking-to-marketing/ A Holistic Approach to Design for People, Interaction, & Business Wed, 17 Mar 2010 04:43:36 -0400 http://wordpress.org/?v=2.8.5 hourly 1 By: aaronh http://designingforexperience.com/2010/03/03/connecting-design-thinking-to-marketing/comment-page-1/#comment-592 aaronh Thu, 04 Mar 2010 19:36:37 +0000 http://designingforexperience.com/?p=259#comment-592 @Dave This is a very interesting perspective, and something I had forgotten about. I've worked just a little with web apps and I remember the client talking a lot about how they did A/B testing. At Philips we don't have a lot in terms of online apps, but our new Directlife program does, so I think it may be valuable for me to speak with them. Love to talk to you on Skype or if you're coming to CHI have dinner/drinks together. @Dave
This is a very interesting perspective, and something I had forgotten about. I’ve worked just a little with web apps and I remember the client talking a lot about how they did A/B testing. At Philips we don’t have a lot in terms of online apps, but our new Directlife program does, so I think it may be valuable for me to speak with them. Love to talk to you on Skype or if you’re coming to CHI have dinner/drinks together.

]]> By: Dave R http://designingforexperience.com/2010/03/03/connecting-design-thinking-to-marketing/comment-page-1/#comment-591 Dave R Wed, 03 Mar 2010 16:22:37 +0000 http://designingforexperience.com/?p=259#comment-591 Aaron, I really like where this thesis is going. Very interesting / important topic. I prefer the wording of the 1st one. It implies that getting the information about people is broader then studying people, which I think is is good because not all marketers (or designers) do this. I deal with this issue often at work and have a couple of thoughts that you might find useful. I have worked with both desktop apps and web apps and I think web apps are really a game changer as marketing relates to XD. With online apps: -It becomes blurry where marketing ends and the application begins. They are pretty infused, especially with no credit card required apps that allow for a free trial. For those 30 days are both providing an application and trying convince them to buy the product. - Multivariate testing & rapid iterations: Because the sign-up of online apps can be measured and users can easily be re-directed to different marketing material, there is a ton of A/B testing by the marketers to learn which marketing leads to the most sign ups. In many ways this allows for more of a design (thinking) approach. For one of our products, the marketing page and sign up flow went through ~100 variations and a year of multivariate testing before we found a marketing approach we were happy with. Whoo. Sorry for the brain dump, but it was something I have been dealing with at work and your post prompted me to get it out of my head. Good luck with your thesis! Aaron, I really like where this thesis is going. Very interesting / important topic.

I prefer the wording of the 1st one. It implies that getting the information about people is broader then studying people, which I think is is good because not all marketers (or designers) do this.

I deal with this issue often at work and have a couple of thoughts that you might find useful. I have worked with both desktop apps and web apps and I think web apps are really a game changer as marketing relates to XD.

With online apps:

-It becomes blurry where marketing ends and the application begins. They are pretty infused, especially with no credit card required apps that allow for a free trial. For those 30 days are both providing an application and trying convince them to buy the product.

- Multivariate testing & rapid iterations: Because the sign-up of online apps can be measured and users can easily be re-directed to different marketing material, there is a ton of A/B testing by the marketers to learn which marketing leads to the most sign ups. In many ways this allows for more of a design (thinking) approach. For one of our products, the marketing page and sign up flow went through ~100 variations and a year of multivariate testing before we found a marketing approach we were happy with.

Whoo. Sorry for the brain dump, but it was something I have been dealing with at work and your post prompted me to get it out of my head. Good luck with your thesis!

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