Magazine article Marketing

A Marketing Promotion in Association with Zone: Digital Dilemmas

Magazine article Marketing

A Marketing Promotion in Association with Zone: Digital Dilemmas

Article excerpt

Zone managing director Jon Davie explains why UX professionals epitomise the changing face of marketing.

User experience

What does your UX director actually do?

Jon Davie, Managing director, Zone

Jon Davie is an industry thought leader and the managing director of award-winning digital agency Zone.

A content marketing, UX and digital expert, Jon regularly comments on industry issues.

He leads new business, strategy and delivery for Zone's blue-chip client portfolio, including Coca-Cola, Tesco, BT, Barratt and the NSPCC.

Marketing used to be about making people want things. Now, it's often about making things that people want. The UX (user experience) professional has the skills to make that transformation real.

They research. They design. They shape strategy. They deliver and respond to audience insight. When it comes to your web audience, they are the undisputed drivers of success.

In the real world, the audience doesn't follow the neat user journeys we sketch out in specification workshops. The UX team is your route to guiding customers - or volunteers, fundraisers, or whomever - into and through the journey you want them to take. UX, in short, is the 'why': the context without which you can't make informed decisions.

Driving transformation

To take an example from our own experience: we worked with the Scouts to help them create a better digital experience. Our research identified a key insight: that volunteers were the lifeblood of the organisation, and prospective volunteers had a local, rather than national, view of the Scouts. …

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