UX is Marketing

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

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WHO ARE YOU?

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INTERNET SUMMIT | REFINERY29

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WHO AM I?

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I ’ M N OT A …

C H I L D AC TO R .

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I ’ M N OT A …

C H I L D AC TO R .

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I ’ M N OT A …

C O M E D I A N .

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GR APH SAMPLE L AYOUT: 2 GR APHS\


I ’ M A M …

V P O F P RO D U C T E X P E R I E N C E @ 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 S I M P L E P RO D U C T B U I LT A RO U N D YO U, D E S I G N E D F O R R E A L L I F E A N D

A L L I T S P O T E N T I A L . T U R N O N YO U R L I F E W I T H L I G H T.

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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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T O D A Y ’ S A P P R O A C H

USERS HAVE THE POWER

DEVELOPMENT IMP OSSIBLE TO

SEPAR ATE FROM MARKET ING

FO CUS ON PA SSIONATE USER S

EVANGEL IZ ING

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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

MARKET ING

FO CUS ON BR AND

ADVERT IS ING

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T O D A Y ’ S A P P R O A C H

USERS HAVE THE POWER

DEVELOPMENT IMP OSSIBLE TO

SEPAR ATE FROM MARKET ING

FO CUS ON PA SSIONATE USER S

EVANGEL IZ ING

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

MARKET ING

FO CUS ON BR AND

ADVERT IS ING

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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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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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AU D I E N C E

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AU D I E N C EC R E ATO R

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AU D I E N C EC R E ATO RPA RT N E R

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AU D I E N C E

C R E ATO R PA RT N E R

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AU D I E N C E

C R E ATO R PA RT N E R

H AV E S O M E T H I N G TO S AY.

WA N T TO B E I N T H E K N O W.

WA N T TO C R E AT E .

WA N T T O C O N S U M E .

WA N T TO B E H E A R D.

WA N T TO I N F LU E N C E .

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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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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 .

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S E T H G O D I 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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T H A N K YO U !

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@ A H Z Z Z ZA Z I Z @ R E F I N E RY 29.C O M

T H A N K YO U !

Design

UX is Marketing