Redefining UX: When Product and Marketing Collide
Sunday, March 15
11:00AM - 12:00PM
Hyatt Regency Austin
Zilker Ballroom 3
208 Barton Springs Rd
Traditional thinking goes that designers create the products, for marketers to sell. Then along came Apple, whose beautifully designed products virtually sold themselves. This prompted commentators like Seth Godin to decry the end of marketing and recommend company shift their budgets into product design.
While a somewhat naive narrative, it's been prompted by decades of mediocre products needing increasing budgets to highlight non-existent differences . Like the connected phone, TV and Internet plans the promise simplicity, while requiring three different support lines when something goes wrong. Often the marketing message fails to live up to the user experience.
The rise of the Internet has complicated matters further, with multiple new channels, many of which are poorly integrated and several of which are no longer under your control. As such, product and marketing teams need to work much closer together, and I believe that the relatively new field of UX Design is the glue.
User Experience Designer and CEO of Clearleft, Andy is a best selling tech author, curates the dConstruct and UX London conferences and helped set-up The Brighton Digital Festival. Andy created Sil...Show the rest
User Experience Designer and CEO of Clearleft, Andy is a best selling tech author, curates the dConstruct and UX London conferences and helped set-up The Brighton Digital Festival. Andy created Silverback, a low cost usability testing application for the Mac, and co-founded Fontdeck, a web typography start-up. Andy is a regular speaker at international conferences like SXSW, An Event Apart and The Next Web. In May 2010, Wired Magazine named Andy one of the top 100 most influential people in the UK digital sector, much to the pride of his mother and the surprise of everybody else.Hide the rest