Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Multipurpose Communication & UX Research Marketing
Summary
Despite our clear value in informing product and advocating for our customers, UX Research (UXR) tends to have a lot to prove within most companies. Whether it’s our value, knowledge, or definition, there are information-holes about UXR that need to be filled. Not only that, but we have a lot to share with the rest of our company. We want to be sure that our insights are heard. With zero marketing experience, I (alongside our Centralized Research Team) took a stab at rebranding and marketing our UX Research (UXR) team with sincere intention. Collecting lessons and dodging roadblocks along the way, we tested and evolved different methods set out to evangelize UX Research insights, share findings between teams, define and demystify UX Research and prove value for UXR throughout the company. What does that even look like? Molly will tell you.
Key Insights
-
•
UX research marketing is a strategic effort to clearly communicate who UX researchers are and what they do, creating greater impact within organizations.
-
•
Without intentional marketing, UX research risks being misunderstood, undervalued, or seen as mysterious and unapproachable.
-
•
MailChimp’s UX team created one-pagers for each research project to provide skimmable, digestible summaries accessible across the company.
-
•
Quarterly newsletters and internal broadcasts like 'Camp Radio' effectively increase engagement by sharing insights creatively and widely.
-
•
Physical artifacts such as posters and team swag foster a strong UX research brand and cultural presence inside the company.
-
•
Multipurpose communication—tailoring messaging to different audiences and goals—is essential to maintain relevance and drive collaboration.
-
•
Encouraging company-wide participation in research via shadowing sessions and sticker rewards builds advocacy and visibility.
-
•
Measuring the success of research marketing efforts remains a challenge but is critical for justifying resourcing and scaling initiatives.
-
•
Collaborative team dynamics, leveraging designers and volunteers within the UX team, amplify marketing efforts and creativity.
-
•
Research marketing and knowledge management overlap, with well-organized repositories enhancing discoverability and autonomy across the company.
Notable Quotes
"UX research marketing is the strategy behind and implementation of intentional effective promotion and communication of who UX research is and what UX research does."
"If we haven’t defined and branded ourselves, others will—and others could be wrong."
"Valuable research becomes buried in overflowing Slack channels with meaty decks no one has time to read or revisit later."
"One-pagers are a lightweight, skimmable way for anyone in the company to quickly understand what’s been learned from research."
"When you market UX research, you prove and show your value, make your company smarter by your insights, and create advocates."
"Multipurpose communication means the same insights might be presented differently depending on the audience’s needs and what outcome you want."
"We give out stickers for research participation, and people get really eager to collect them all and promote research to their teams."
"Our definition of UX research connects the dots and helps fellow peeps make smart, strategic decisions by collecting insights directly from users."
"You could never do all this marketing alone—it’s all hands on deck, relying on different strengths and creativity across the team."
"Measuring the success of marketing tactics is starting to become a focus; right now it’s fly-by-the-seat-of-our-pants but we want to quantify and prove impact."
Or choose a question:
More Videos
"An elite athlete doesn’t turn up at the Olympics and do their thing without coaches, physios, nutritionists."
Dr. Karl JeffriesThe Science of Creativity for DesignOps
January 8, 2024
"We use Alexa’s personification for good, fun, and delight, but we don’t advertise, especially because there may be kids listening."
Amy MarquezINVEST: Discussion
June 15, 2018
"When you look at data without training, confirmation bias makes you just find what you already believe."
Steve Portigal Chris Chapo Kelly Goto Christian RohrerDiscussion
May 13, 2015
"We covered critical design gaps without waiting for headcount allocation or hiring delays."
Alicia MootyDesign Staffing Models
September 30, 2021
"I believe there's really no such thing as a boring place at the state of mind."
Ana Maria Montero Barrantes Aditi Dhar Michelle Kaplan Nate Osborne Matt LaurenceThe Authentic UX Talent Show
January 8, 2024
"Operations tends to be something companies only think about when they are scaling rapidly, but investing early is essential."
Lada Gorlenko Sharbani Dhar Sébastien Malo Rob Mitzel Ivana Ng Michal Anne RogondinoTheme 1: Discussion
January 8, 2024
"Data entry is the enemy; automation is the key to making research repositories successful."
Sofia QuinteroThe Product Philosophy Behind EnjoyHQ
March 10, 2021
"Lawyers, though nervous, can become some of the most reasonable people you deal with if you explain risks clearly."
Laura KleinUnique challenges of innovation in enterprises
April 23, 2020
"Typically, data analytics teams are big and well-funded, while UX research teams are smaller and struggle for resources."
Andrew MichaelBuilding a Product Insights Team
March 10, 2022
