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User Experience Tools for Improving Digital Marketing.

Tuesday 08 of January, 2019.
Reading Time: 3 minutes.
By Kat Andersson

User experience isn’t just about user interfaces. It’s a methodology and mentality that can be applied to just about anything that involves users. If you think about customers, clients, and potential customers and clients as users, then you start to see how UX can improve digital marketing.

Let’s look at some of the user experience tools that we can adapt from user experience to specifically target our marketing strategies.

Personas and User Profiles.

A persona is a detailed profile of your user target customer. You build the profile with your customer’s interests, needs, concerns, common feelings about pertinent topics, professional status, education status, industry, etc. There’s no restriction to what you can put here. How do you get the data? By researching your customers and clients, talking to them, and brainstorming in a co-creation session.

This can be easily adapted to digital marketing. You will want to research your client’s preferred social media platforms, the kins of messages and channels they will pay attention to, and what they want to know about the brand, product, or service that you are marketing.

Customer Journey Maps.

Customer journey maps are maps that outline every step a user takes during an interaction with a product, service, or brand. This means they can be used to map where your customer or potential customer is before, during, and after and interaction with your marketing.

This isn’t just about knowing where your customer physically is when they see your marketing messages. It’s about getting inside their head and thinking like they do. What are they feeling, what do they need, and where are they most likely to be in a mind space to receive your message?

Once you know where your potential customers are, mentally and physically, you can strategize about how to reach them best with your message, as well as plan for the other steps in the process, such as follow-up.

Co-creation Idea Sessions.

Too often, the idea for a marketing message comes from one person’s head. Maybe it is the marketing manager, the copywriter, or one person hired to do everything, even design. Co-creation is about bringing together a team of multidisciplinary people from different backgrounds to brainstorm and plan a strategy.

The idea behind these sessions is that people usually find it hard to think outside of their own experiences. While possible, your user or potential customer probably isn’t going to be someone who thinks exactly like you and the same needs. By strategizing in a team like specific target customer. It’s easier to get out of your own head when there are others involved.

Wireframes, Mockups, and Prototypes.

Wireframes, prototypes and mockups are tools we use to visualize and eventually test our ideas before putting them into full production.

Wireframes: Express your idea for the product with sketches and outlines. This is a tool employed to make sure everyone is on the same page before it goes design.

Mockups: These are examples of the project that look like they are almost complete, but lack any clickable or navigable elements. This gives the team and any other stakeholders a better idea of what they are proposing before you invest in further production.

Prototypes: This is an almost complete version of the final product. When working with UI, it is usually clickeable and navigable, but is not yet on the website. This product can be used for user testing before it goes into final production and is live.

How can we apply these tools to digital marketing? Marketing strategies come in all shapes and sizes. Sometimes they include landing pages, and sometimes they include ad campaigns, or other visual projects using social media or content marketing. You can use these stages of the creation process for message proposals, brainstorming, and user testing. This is important to do before launching a project and putting a lot of money into said project. Without testing with prototypes, for example, you might end up investing a lot of money in a ad campaign that doesn’t actually speak to the audience you thought you were targeting.


Just because digital marketing doesn’t always include a traditional UI doesn’t mean we can’t apply user experience strategies to improve it. Behind UX is a mentality of client-first and customer-centered. And what better example of needing to be 100% focused on your cliente that with marketing? It’s a perfect match.

About Avantica.

If you are looking for a software partner who will work towards your own business goals and success, then Avantica is your solution. We offer dedicated teams, team augmentation, and individual projects to our clients, and are constantly looking for the best methodologies in order to give you the best results.

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