Both expertise areas, UX and Marketing, are focussed on the same thing: getting to know the (potential) clients, the users of the products and services, and making their journey as valuable as possible by understanding them, interacting and cocreating with them, and making this relationship sustainable.
I remember that I discussed with one of my dear Dutch UX friends the fact that “UX” for some clients still is “making wireframes”. They think that experts that work in this field are visual designers that focus on interface design. Next to the fact that interface design is important to improve the user experience of a digital service, UX experts are not necessarily visual designers. Quite the contrary! Especially strategic UX experts combine data with (visual) experience aspects; being a customer data/behaviour analist and using those data to map the whole customer journey, and defining and engineering (digital) services to optimise that journey. All of that based on clear business goals and KPIs, not for the sake of pretty design.
Spotify: data and design
Rochelle King, the senior designer at Spotify, shows in this TED Talk the process of redesigning the Spotify platform, revealing best practices for navigating the relationship between designers, data, and the people for whom it is built.
Rochelle is Global VP of User Experience and Design at Spotify, where she manages the teams that are responsible for user research and designing the product experience at Spotify. Prior to Spotify, Rochelle was VP of User Experience and Product Services at Netflix, where she managed the Design, Enhanced Content, Content Marketing and Localization teams. Collectively, these groups were responsible for the UI, layout, meta-data (editorial and visual assets) and presentation of the Netflix service internationally across all platforms. Rochelle has over 14 years of experience working on consumer facing products.