Kristy Morrison
Appearances
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How UX and marketing drive better customer experiences
every good experience that you create with your customer as part of your brand. So was every bad experience. So was every frustrating experience. And you talked a little bit about the simple things. I think sometimes those are the easiest to overlook. Like you focus so much on creating this big, beautiful customer journey and you forgot
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How UX and marketing drive better customer experiences
that the the button you can't click on it or the copy you have to click on the button and not the copy or whatever, you know, it's not as functional as one would like. It's so easy to just kind of overlook that stuff because you're so focused on on the big things.
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How UX and marketing drive better customer experiences
So looking at our data regularly and interrogating that data to make sure that we haven't missed something that we haven't accidentally optimized our way into a really frustrating experience. You can see that using, you know, different visuals and things like flow charts and and abandonment rates and things like that through the process. But it also, you talked about the creative aspects of it.
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How UX and marketing drive better customer experiences
So working with your designers, working with the people who create the copy and the writing, which is how your brand comes to life on the page, right, is making sure we're also bringing those folks in. So in our weekly testing, just as an example of how we do that, we have a weekly testing meeting
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How UX and marketing drive better customer experiences
Where we've got folks from we've got writers who are there with us I've got designers that are there with us I've got creative folks that come in and they all weigh in on every single test we do whether it's even if it's just a way in and say yes I approve or to champion something like actually have you thought of. this problem in this way?
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How UX and marketing drive better customer experiences
Or have you thought of this implication of this decision that you're making and how it might impact for good or for worse? But it really is a collaborative effort because there's no way that me, that myself, I'm going to able to represent all of those different professional areas. So that collaboration really becomes super key all in the testing conversation. And so we get everybody involved.
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How UX and marketing drive better customer experiences
There's no man left behind on that one.
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How UX and marketing drive better customer experiences
I think of testing kind of one coin, two sides of the coin. So user testing largely falls onto one side of the coin. So I've got a UX folks on my team who are looking at building experiences, partnering with design, partnering with the dev to make sure that we're building out the best possible experiences.
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How UX and marketing drive better customer experiences
And user testing allows us to test a lot of those designs and test those functionalities before we ever go and invest dev resources into creating them. As a lot of people probably can relate to, dev resources are often hard to come by. So we like to use them intelligently and user testing allows us to do that. It allows us to validate our hypotheses, validate the designs that they are
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How UX and marketing drive better customer experiences
creating engagements that are what we are trying to create, like we're creating purposeful engagements. So that's half of it. And then the other half is using technology like an Optimize, Optimizely, in our case, Adobe Target, to make iterative improvements once all of that work is born out, is live in the production environment.
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How UX and marketing drive better customer experiences
Then we can test and iterate from there, whether we're trying to tweak conversion rates or trying to make sure people are getting to the content down at the bottom of the page or whatever the little problem is that we're trying to solve, that we can do iterative testing on the front end to make sure that we're optimizing that experience.