I wanted to initiate a discussion about the crucial relationship between UX design and digital marketing services. In today’s digital landscape, creating seamless user experiences has become paramount for businesses aiming to attract and retain customers. Digital marketing plays a vital role in driving traffic and conversions, while UX design ensures that users have a positive and engaging experience. What are your thoughts on the intersection of UX design and digital marketing services? Have you encountered any successful collaborations or challenges in your work? How do you ensure that UX design and digital marketing efforts are seamlessly integrated?
Given my background, I can best speak to this in the context of retail. Across the retail customer journey, both digital marketing and user experience efforts show up together as a part of the customer experience. When digital marketing and UX run in silos, it’s easy to trigger experiential breaks around brand expression, interaction design, and notification approach. Beyond this, the UX portfolio misses opportunities to learn about seasonal promotion strategies and how this impacts customer engagement and traffic. Worse yet, the digital marketing team loses out on the benefits of engaging UX for research and design optimization to increase traffic, engagement, and conversion.
My most successful collaborations across digital marketing started with me showing up and building trust across teams. We opened the door to bring digital marketing in to share their promotional calendar and talk through the key points of their approach. We shared our design systems and branding guidelines to promote alignment. We offered up UX research to help optimize critical digital marketing campaigns, such as Back-to-School and Black Friday. When we mapped the customer journey, we ensured that digital marketing was acknowledged appropriately. Ultimately, the trust build between the teams led to better ways of working. It wasn’t perfect, but our efforts certainly helped with this integration despite being housed in different areas of the business.