User Experience for Digital Marketing

🔎 How To Redesign Complex Navigation: How We Restructured Intercom’s IA (https://lnkd.in/ezbHUYyU), a practical case study on how the Intercom team fixed the maze of features, settings, workflows and navigation labels. Neatly put together by Pranava Tandra. 🚫 Customers can’t use features they can’t discover. ✅ Simplifying is about bringing order to complexity. ✅ First, map out the flow of customers and their needs. ✅ Study how people navigate and where they get stuck. ✅ Spot recurring friction points that resonate across tasks. 🚫 Don’t group features based on how they are built. ✅ Group features based on how users think and work. ✅ Bring similar things together (e.g. Help, Knowledge). ✅ Establish dedicated hubs for key parts of the product. ✅ Relocate low-priority features to workflows/settings. 🤔 People don’t use products in predictable ways. 🤔 Users often struggle with cryptic icons and labels. ✅ Show labels in a collapsible nav drawer, not on hover. ✅ Use content testing to track if users understand icons. ✅ Allow users to pin/unpin items in their navigation drawer. One of the helpful ways to prioritize sections in navigation is by layering customer journeys on top of each other to identify most frequent areas of use. The busy “hubs” of user interactions typically require faster and easier access across the product. Instead of using AI or designer’s mental model to reorganize navigation, invite users and run a card sorting session with them. People are usually not very good at naming things, but very good at grouping and organizing them. And once you have a new navigation, test and refine it with tree testing. As Pranava writes, real people don’t use products in perfectly predictable ways. They come in with an infinite variety of needs, assumptions, and goals. Our job is to address friction points for their realities — by reducing confusion and maximizing clarity. Good IA work and UX research can do just that. [Useful resources in the comments ↓] #ux #IA

15 activities to test mobile accessibility In the last 15 years, the internet has gone mobile. Every major platform — from news to shopping to social media — has invested in sleek mobile versions because that’s where people spend their time. 📊 In fact, more than 60% of web traffic now comes from mobile devices (the source: https://lnkd.in/eeSrdHx4) We optimized for speed, performance, and design. But there’s one area where many mobile experiences still fall short: accessibility. And yet, mobile accessibility isn’t a niche concern. It affects everyone — whether you’re navigating with one hand while holding a coffee, trying to read in bright sunlight, or relying on a screen reader every single day. The good news is that you don’t need special tools to understand these challenges: your phone is already the perfect testing lab. That’s why I put together 15 quick activities to test mobile accessibility. Each one reveals how real people experience barriers and how small design choices can make a huge difference. Try these activities: 1. Turn on VoiceOver (iOS) or TalkBack (Android) → Navigate your favorite app. Every unlabeled button or image will suddenly become invisible. Study: Screen Reader User Survey 9 – WebAIM shows that over 70% of users rely on mobile screen readers daily (the study: https://lnkd.in/e9JeHsMx). 2. Increase text size to maximum in settings → Does your layout adjust gracefully? Do words overlap and buttons disappear? WCAG criterion: 1.4.4 Resize text (the link: https://lnkd.in/eDaYZ8wS) 3. Test color contrast outdoors → Step into bright sunlight. Can you still read the buttons? Fact: poor contrast is one of the most common accessibility issues 4. Switch your phone to grayscale → Do instructions still make sense without color cues (“Click the green button” won’t work). Study by WHO: around 300 million people worldwide have some form of color vision deficiency (the study: https://lnkd.in/eD9PkQk7) 5. Try captions on videos → Turn sound off. Are captions accurate, synced, and complete? Fact: 80% of caption users are not deaf or hard of hearing 6. Enable Dark Mode → Is content still clear, or do logos/icons disappear into the background? 7. Try high-contrast mode (Android) or Smart Invert (iOS) → Does the app break visually? 8. Test with one hand only → Can you still reach all main actions (especially on large phones)? 9. Rotate the phone (portrait ↔ landscape) → Does the app adapt, or do important features vanish? 10. Check hit targets → Can you tap small buttons without misclicking? WCAG requires minimum 44×44px target size (the link: https://lnkd.in/eNuZidir) Accessibility on mobile isn’t about edge cases, it’s about real-world design for real-world humans. #WebAccessibility #Inclusion #a11y #MobileAccessibility #WCAG

Most brands still run funnels like it’s 2015. But in 2025, the funnel has been rewritten by AI, communities, and predictive insights. The Marketing Funnel 2025 Is Here The funnel isn’t dead. It’s been re-engineered for the age of AI search, predictive analytics, and community-led growth. 💡 Old way: linear awareness → conversion 💡 New way: dynamic loops powered by AI, content, and customer signals The Big Question: Is your brand optimizing every funnel stage for how consumers actually buy in 2025? By the Numbers: 🔥 400,000+ marketers already using AI search optimization (AEO + GEO) 🔥 70% of conversions now influenced by mid-funnel SEO and buyer guides 🔥 60% of demos and bookings triggered by interactive tools (ROI calculators, quizzes) 🔥 45% higher retention when loyalty programs use predictive churn alerts 🔥 32% increase in conversion when AI-driven CTAs are tested and personalized 🔥 25% of branded search now comes directly from referrals and communities Why It Matters: 1️⃣ AI is rewriting the rules of discovery - your brand either ranks in answers or disappears 2️⃣ Mid-funnel has become the battleground for education and trust 3️⃣ Loyalty isn’t passive - it’s engineered with predictive insights and community What I’d Do If I Were a CPG or Retail Exec: → Map each funnel stage with AI-driven KPIs (impressions, conversion rate, retention) → Double down on mid-funnel content: guides, explainers, gated webinars → Use interactive tools to capture high-intent leads before competitors do → Build loyalty loops with predictive churn alerts and community-led programs → Partner with Pattern® to turn funnels into flywheels that scale globally Final Thought: Funnels no longer flow one way. They loop, flex, and expand with the shopper. The brands that master this dynamic funnel will own 2025. Ways to reach us: Pattern® (marketplace accelerator) The CPG View (podcast) The Retail eCommerce Club (community) The eFramework (eCommerce guide) Get your FREE copy of The eCommerce Operating Framework (eComm MBA) 👇🏼 https://lnkd.in/e6y_6S7t Image: Chris Donnelly #ecommerce #digital #omnichannel #strategy #cmo #cdo #ceo #cro #leadership #retailecommerceclub #cpg #privateequity #playtowin

Most brands spend a lot on media, but treat landing pages as an afterthought If you’re running ads and sending traffic to a homepage or a poorly built landing page, its almost criminal. Specially when gen AI has reduced the cost and time for content creation drastically Here’s how to get landing pages right. Consistently. 1. Match Intent, Not Just Aesthetics The #1 job of a landing page? Continue the conversation you started with your ad •If your ad says “energy efficient fans”, the landing page should show highlight this feature front and center •If your Google ad targets “Mixer Grinders under ₹5000,” don’t show ₹8000 models on the page. Message match > Visual design 2. Keep the Hero Section Clean & Focused Above-the-fold matters. You need to have •Clear headline – Say what the product is and why it’s special. •Key benefits – 3 crisp points max. •Visuals – High-quality product image or demo video. •CTA – One action. Not three. Buy Now,” “Book a Demo,” or “Know More”—but pick ONE 3. Product Benefits, Not Just Features Nobody cares that your mixer uses XYZ motor tech. I mean they do care but only if they care how it helps them They care a lot more that the mixer has a coarse mode which enables silbatta like texture resulting in great taste And that BLDC or intelligent motor tech enables it 4. Solve for Trust People are skeptical by default. Give them reasons to believe •Ratings & Reviews – Show real customer ratings (4.5 stars? Flaunt it). •Media Mentions – “As seen on The Hindu / NDTV” works. •Certifications – BEE 5-Star? BIS approved? Display badges. •Guarantees – Free returns? Warranty? Mention clearly 5. Speed & Mobile Optimization Today at least 80 percent of your traffic is mobile. If your landing page loads in 4 seconds, you’ve lost half. Aim for <2s load time. Avoid fancy animations that slow things down. Test your page on Mobile (3G/4G) and in all browsers Chrome, Safari etc 6. Minimize Distractions A landing page is not your website. •No top nav bars with 7 menu items. •No footer clutter. •No exit doors—except the CTA you want. Keep it focused. Keep them moving toward action 7. Strong CTA (Call to Action) •Make it obvious. One clear button. •Use actionable language: “Get My Free Sample,” “Book a Demo,” “Shop Now.” •Repeat CTA 2-3 times as they scroll, especially after key benefit sections. 8. A/B Test, but with caution: Gen AI makes it very easy to do so. Test •Headlines •CTA text and colors •Images vs Videos •Long-form vs Short-form copy But get the fundamentals of A/B testing right. You need statistically significant sample sizes for each test A good landing page doesn’t sell the product by itself. But It removes friction so the product has a better chance of selling And when done right, your CAC drops, your ROAS climbs, and your ads finally start working to their fullest potential

Do you sometimes feel frustration, as you are building a product to get the management off your back, rather than address the users? Here are 6 ways to become user-centric again: 1) Prioritize in a transparent way This is a great place to start. If your backlog is prioritized based on data and potential opportunity, risk, and cost, it will be easier to put forth user-centric initiatives ahead of those that came from upstairs. At the very least, you will have a good basis for an educated discussion. 2) Utilize users' perspective using user stories and personas If your team understands the users and their problems, it will be easier to craft something great that will later appeal to the same users. Just keep up the empathy of creating something by people for other people, and not get some metric magically go up! 3) Make user feedback public If everyone in the company can see the themes that come from user feedback, it will be way harder to ignore it in favor of some corporate nonsense. Let those voices be heard by everyone! 4) Have the NPS and user ratings at the forefront The same goes for a single metric representing the general product sentiment. If the number is low or, worse, is going down and everyone can see that, the responsible Product Manager has to react. 5) Focus on your product goals Now, upstairs mandates might not be the only distraction you face when trying to improve your product. To survive them all, focus on one thing: your product goals. This will allow you to demonstrate you are doing what you are asked for and you can use user feedback and points 1-4 to pursue those goals. Thus, it's like killing 2 birds with 1 stone. However, you can also simply: 6) Have the confidence to say "No" Not all company/legal/management requests can be ignored. Sometimes changing the law or a wider company initiative will require you to comply and that is OK! However, there will also be times when someone will try to force your compliance. This is where you need to be confident, and exercise your Product Manager's independence, especially when there is no data to support a specific request. There you go! My 6 ways you can become a user-centric Product Manager. How about you? Do you address your users or your management first and foremost when developing your product? Sound off in the comments! #productmanagement #productmanager #usercentricity

90% of companies don’t manage their Customer Journeys as a portfolio. Yet, just 20% of journeys deliver the proverbial 80% of company revenue. Do you know them by heart? Have you put them on autopilot? Industry outperformers don’t leave this to chance—they productize their marketing output and manage Customer Journeys as a portfolio. Outperformers recognize that some Customer Journeys are: - Just beginning - Ready for refinement - Primed to scale Each stage requires a radically different mindset. Enter the Hack, Pack, and Stack approach—a mental framework for maturing Customer Journeys with intention. 1. Hack – Drive future revenue through experimentation to find problem-market fit. (Led by Marketing.) 2. Pack – Improve margin by refining MVPs to fine-tune product-market fit. (Led by MarketingOps.) 3. Stack – Drive current revenue with a scalable stack to develop platform-market fit. (Led by IT.) The path from Hack to Pack to Stack isn’t just about driving efficiency with Martech. It is so much more. It’s about anticipating true customer needs, deliberately orchestrating experiences, and staying relevant at critical moments of truth. How are you managing the maturity of your Customer Journeys? Love to hear your thoughts! #Marketing #CustomerExperience #Martech #CX #CustomerJourney #GrowthHacking #MarketingOperations

Great marketing is rooted in psychology: - How do your customers buy? And why? - What triggers make them say "YES"? - What are they trying to avoid? You need to understand your buyers' psychology. Otherwise, all your marketing actions will be arbitrary. - "Maybe they will react to this" → Uneducated guess - "I think they bought for this" → Biased analysis Here's the thing; If you had 1 hour to convince someone to buy my offer, you should spend 50 minutes asking questions, and 10 minutes pitching. In order to do this, you should use the IHE process: 1. Run customer Interviews You cannot invent the answers to the questions listed above. Plan at least 5 interviews with customers, and 5 interviews with prospects. Try to understand why and how they buy. 2. List educated Hypotheses Consolidate the answers from your customers, and analyze the patterns. Put a great emphasis on the psychological aspects of their answers. Then turn the elements into hypotheses to be tested. (Example: you identify a strong confirmation bias) 3. Run Experiments to validate hypotheses Plan your experiments in weekly or monthly sprints (give enough time to generate results). Use psychology at the heart of your experiments (scarcity, social proof, loss aversion, authority bias...). (Example: you address the confirmation bias in your homepage H1) *** With this IHE process, psychology concepts become more practical. You go from "I understand psychology" to "I'm using psychology concepts in marketing".

Still stuck using Poppins everywhere? It’s 2025 and it’s high time your designs got an upgrade. Typography isn’t “just text.” It’s your brand’s voice. And the right font can transform a design from forgettable → to premium and memorable. Here are 5 fonts I’ve been recommending to founders and designers this year: ✅ Manrope: Modern, clean, and effortlessly sleek. Perfect for websites and digital content that demand clarity. ✅ Gotham: Bold, commanding, and iconic. A go-to for impactful headlines and strong branding. ✅ Euclid Circular B: Minimal yet memorable. Ideal for tech interfaces, presentations, and business branding. ✅ Söhne: Versatile and sophisticated. Understated elegance for corporate identity and clean layouts. ✅ General Sans: Crisp, highly readable, and reliable across digital and print. Fonts aren’t decoration. They’re strategy. They decide whether people trust, engage, or just scroll past. 💡 Pro tip: Pair these fonts with the right color palettes and layouts based on your brand personality that’s when typography really shines. P.S. Fonts have been my obsession for years, I keep collecting, testing, and archiving them, because the right typeface can change everything. #CreativeProcess #BrandStyling #ContentCreation #Poppins #GraphicDesign #GraphicGuruzz #DesignTips #BrandStrategy

I've found empathy mapping most valuable during early project phases and presentations. Nothing convinces leadership to greenlight a project like showing them you truly understand your target audience's pain points. But, they're not for every situation. For straightforward projects with well-understood users, a quick check-in might be sufficient. The key is using empathy maps as tools for insight, not checkbox exercises. I've seen firsthand how they break down communication barriers between departments. The beauty of empathy mapping lies in its simplicity. The classic version has four quadrants – Says, Thinks, Does, and Feels — though I've found adding "Sees" and "Hears" can provide even more context for certain projects. What matters isn't the exact format but the conversations it sparks. Here's what works in my experience: - Start with a clear purpose. Are you trying to align your team around user needs? Inform a specific design decision? The goal shapes everything that follows. - Ground your map in reality. The most valuable maps come from actual user data – interviews, surveys, support tickets – not assumptions. I've watched teams realize how much they'd been projecting their own preferences onto users when confronted with real feedback. - Make it collaborative. Bring together people from different departments to fill out the map. The magic happens when your developer suddenly realizes why that feature the marketing team kept pushing for actually matters to users. - Keep it alive. The best empathy maps evolve as you learn more. I keep ours visible and revisit them regularly, especially when we're making crucial decisions.