23/06/2017
Experience Matters: Marketing + Design. New patterns for digital convergence
On June 27th, 2017, Personalive in collaboration with Great Pixel and POLI.Design, presented their first edition of the research “Experience Matters”, about Marketing & UX.
The goal of Experience Matters is to underline the fact that Design and Marketing are not completely separate fields, but they constitute more and more a strategical and winning combination for what concerns the increase of digital performances and the improvement of user experience for products and services.
Held in Milan, the event was attended by more than 200 people to talk about the topic “Marketing + Design. New patterns for digital convergence”: this was accomplished through the presentation of the results of the first Italian research on the matter, carried out by Personalive on a sample of 1.000 users, representatives of more than 11 million of Italian heavy e-commerce users.
The research investigated how people benefit from a digital experience through well-defined patterns, analyzing how digital patterns fit into the omnichannel marketing ecosystem and which impact they have on firms and consumers.
More specifically, a new multichannel heavy e-shopper customers segmentation map has been developed with new analysis variables impacting the operative design of digital touchpoints.
Some of the questions which were addressed during the event have been:
- Do users perceive dark patterns? (Dark pattern = method to design navigation interfaces, which push users to act in determined ways, unknowingly).
- How much intrusive have these practices been considered by users?
- How do users protect themselves from dark patterns, if they do so?
- How does this fact influence the adoption/use of the product or service and consequently how does this impact the brand and companies value offering?
Marketing & Design topics have been addressed also thanks to stories and round tables of different industries and business sectors, both B2B and B2C, with the aim to foster the contamination.
If you want to receive the event documentation, fill the request form indicating in the message “Experience Matters 2017 event documentations”