[IxDA Discuss] discuss Digest, Vol 32, Issue 6

[James Leftwich, IDSA]

This is actually an excellent, if fairly complex question, since any  
answer or discussion would depend upon the configuration, hiearchy,  
workflow, and interdepartmental interrelationships within your (or  
any) company.  While many companies share some of these in common, in  
general, each company structure and culture is likely to be different.

First off, I notice that many people don't often differentiate  
between "Product Marketing" and "Marketing Communications."  Product  
Marketing is deeply involved in defining product requirements, often  
resulting in a document with a name like MRD (Marketing Requirements  
Document).  This is often the result of both market research as well  
as external partner/corporate customer requirements. Marketing  
Communications (MarCom), are the folks that deal with advertising,  
tradeshows, etc..  In some, generally smaller corporations, these may  
be combined.  Or, it may be a single department, with individuals  
within filling these roles.

FIrst off, as a designer you need to understand how Marketing and  
Design are historically/currently configured in your corporation.

Product Marketing, particularly in companies that have close working  
relationships with other entities (for example the mobile device  
industry, where a handset manufacturer or software company will often  
have much of their functionality and features aligned with the  
requirements of a carrier.  The same holds in the settop box/cable  
operator field).  In companies like this, Product Marketing is (in  
every corporation I've been involved with) *the* group that  
interfaces with these large entities.  Often in these companies,  
Product Marketing leads design (either directly, or in the chain of  
workflow).  Designers in these companies, if not empowered (another  
issue/discussion), often might as well wear paper hats and ask "Would  
you like fries with those icons/interface flows?"  ;^)  In other  
words, in those configurations, design doesn't lead.  It fills orders.

In those situations, it's best to approach Product Marketing as you  
would your new large cellmate.  Heh.  They're likely to call the shots.

Also, the age of a company will often affect how Product Marketing is  
positioned and empowered.  If your company is currently selling  
Blahware v18.0, and there's a big nasty bloated feature list as long  
as your arm, that will generally indicate the hand of Product  
Marketing.  Remember, that kind of product direction is not always  
what a designer might do, if in charge.  A designer might want to  
radically simplify and purify the user experience.  Be forewarned  
that this is a conflict that is fundamental in companies where  
*improvement* means feature-bloating.  And in companies where design  
is unempowered, well...  bend over.

It's a complicated issue, however, because not all feature addition  
is bad (of course).  It's just that the Product Marketing values are  
not always the same as Design values.

As for explaining design to Product Marketing, find out first how  
they understand Design.  You'll need to start an explanation at the  
point they're familiar with, and lead them toward whatever vision or  
role you see Design as having.  Invite them to observe your Design  
process.  Show past projects and workflows.  Show past gains and  
improved products.

Ultimately, strong, design-informed Product Marketing together with  
experienced and big-picture-informed Design makes the very best  
combination within a company.

Jim

Orbit Interaction
Palo Alto, CA
http://www.orbitnet.com



> From: "Simon Asselbergs" <interaction-designer at lycos.com>
> Date: May 8, 2006 9:37:38 AM PDT
> To: discuss at ixda.org
> Subject: [IxDA Discuss] IxDa-er: 1st interview with Marketing..
>
>
> Hi everybody,
>
> I am now defining my function as an Interaction Designer of a  
> medium sized (300+ employees) company. I have now my first  
> conversation with Marketing. I think I want to hear how they are  
> confronted with the need for an improved presentation and  
> usability. I am curious to hear how the house style is developped  
> to what it is now, what the design rationale is behind the current  
> housestyle and where they think all products should go to (how much  
> integration between products, how users should experience a  
> software-suite etc). My end goal is to start a conversation and a  
> good relation to build upon.
>
> a. What is the best way to explain Interactiojn Design to Marketing?
> b. What do you think my agenda should be (for a typical first  
> interview)?
> c. What lessons others had learned from their first interview with  
> marketing?
>
> I was really pleased with all the feedback I got previous time.  
> Thanks guys!
>
> Cheers
>
> Simon