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Yes, and a lot of us marketers are scratching our heads when designers talk about "human-centric design" (i.e. making products by thinking about what people wan

Yes, and a lot of us marketers are scratching our heads when designers talk about "human-centric design" (i.e. making products by thinking about what people want, what marketers have been doing forever) as if it had really profound and new insights. But it's certainly a good approach so, it's worth promoting.

gumby 8y ago
Marketing personas are often not aligned with UX personeas, not due to a mistake but due to the fact that the two functions operate in different domains The customer for dog food is not the dog, for example
- davidivadavid 8y ago
  And the user of dog food isn't the dog either, believe it or not. Dog food is designed for dog owners, not dogs. Everything is designed for humans.
  - mrhappyunhappy 8y ago
    Just like you don’t advertise dog food to dogs.
  - gumby 8y ago
    Indeed, the primary criterion in dog food design is smell and consistency of output. #2 is cost — how can you tweak ingredients as to legally be allowed to label it “lamb dinner” at lowest cost
- dependsontheq 8y ago
  Marketing and UX Personas can be the same thing, the problem is that they are often defined for completely different touch points ( TV vs. Software) so the requirements are different and the results are different. Mostly this is confusing for everybody, an additional factor is that most UX teams know how to work with personas and how to develop them. But most ad agencies and marketing departments don’t. This makes their personas often rather weird and unhelpful. It’s often a target group personified ( the whole target group).
tensor 8y ago
The goal is different though. In marketing the goal is "convince them to buy" or simply "get eyeballs." It's almost hostile to the users at times. The goal of UX is to help them get something done and make them happy. So while the techniques may share ground, the intent is completely different (and new).
- davidivadavid 8y ago
  That's confusing marketing with a subset of it (promotion/advertising).
- mrhappyunhappy 8y ago
  Cmon, the goal of UX is not to make anyone “happy”, it’s to get people to be satisfied so that they come back and spend more money. You can justify what you do any way you like, let it feel good, but don’t try to pretend you are not just a cog in the machine.

gumby 8y ago

Marketing personas are often not aligned with UX personeas, not due to a mistake but due to the fact that the two functions operate in different domains The customer for dog food is not the dog, for example

davidivadavid 8y ago
And the user of dog food isn't the dog either, believe it or not. Dog food is designed for dog owners, not dogs. Everything is designed for humans.
- mrhappyunhappy 8y ago
  Just like you don’t advertise dog food to dogs.
- gumby 8y ago
  Indeed, the primary criterion in dog food design is smell and consistency of output. #2 is cost — how can you tweak ingredients as to legally be allowed to label it “lamb dinner” at lowest cost
dependsontheq 8y ago
Marketing and UX Personas can be the same thing, the problem is that they are often defined for completely different touch points ( TV vs. Software) so the requirements are different and the results are different. Mostly this is confusing for everybody, an additional factor is that most UX teams know how to work with personas and how to develop them. But most ad agencies and marketing departments don’t. This makes their personas often rather weird and unhelpful. It’s often a target group personified ( the whole target group).

tensor 8y ago

The goal is different though. In marketing the goal is "convince them to buy" or simply "get eyeballs." It's almost hostile to the users at times. The goal of UX is to help them get something done and make them happy. So while the techniques may share ground, the intent is completely different (and new).

davidivadavid 8y ago
That's confusing marketing with a subset of it (promotion/advertising).
mrhappyunhappy 8y ago
Cmon, the goal of UX is not to make anyone “happy”, it’s to get people to be satisfied so that they come back and spend more money. You can justify what you do any way you like, let it feel good, but don’t try to pretend you are not just a cog in the machine.