User Experience for Digital Marketing

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

💎 Accessibility For Designers Checklist (PDF: https://lnkd.in/e9Z2G2kF), a practical set of cards on WCAG accessibility guidelines, from accessible color, typography, animations, media, layout and development — to kick-off accessibility conversations early on. Kindly put together by Geri Reid. WCAG for Designers Checklist, by Geri Reid Article: https://lnkd.in/ef8-Yy9E PDF: https://lnkd.in/e9Z2G2kF WCAG 2.2 Guidelines: https://lnkd.in/eYmzrNh7 Accessibility isn’t about compliance. It’s not about ticking off checkboxes. And it’s not about plugging in accessibility overlays or AI engines either. It’s about *designing* with a wide range of people in mind — from the very start, independent of their skills and preferences. In my experience, the most impactful way to embed accessibility in your work is to bring a handful of people with different needs early into design process and usability testing. It’s making these test sessions accessible to the entire team, and showing real impact of design and code on real people using a real product. Teams usually don’t get time to work on features which don’t have a clear business case. But no manager really wants to be seen publicly ignoring their prospect customers. Visualize accessibility to everyone on the team and try to make an argument about potential reach and potential income. Don’t ask for big commitments: embed accessibility in your work by default. Account for accessibility needs in your estimates. Create accessibility tickets and flag accessibility issues. Don’t mistake smiling and nodding for support — establish timelines, roles, specifics, objectives. And most importantly: measure the impact of your work by repeatedly conducting accessibility testing with real people. Build a strong before/after case to show the change that the team has enabled and contributed to, and celebrate small and big accessibility wins. It might not sound like much, but it can start changing the culture faster than you think. Useful resources: Giving A Damn About Accessibility, by Sheri Byrne-Haber (disabled) https://lnkd.in/eCeFutuJ Accessibility For Designers: Where Do I Start?, by Stéphanie Walter https://lnkd.in/ecG5qASY Web Accessibility In Plain Language (Free Book), by Charlie Triplett https://lnkd.in/e2AMAwyt Building Accessibility Research Practices, by Maya Alvarado https://lnkd.in/eq_3zSPJ How To Build A Strong Case For Accessibility, ↳ https://lnkd.in/ehGivAdY, by 🦞 Todd Libby ↳ https://lnkd.in/eC4jehMX, by Yichan Wang #ux #accessibility

Playful Visuals: The secret sauce of viral brands. Your customers will lose interest on your product if you communicate through dry, instructional visuals and static product presentations. But what if discovering a product felt as engaging and delightful as playing on a playground? +60,000x faster – Visuals are processed far more quickly than text. +2x more likely to be shared – Playful content spreads faster. +48% higher engagement – Gamified experiences captivate audiences. >>Your Product is an Experience<< Play evokes joy and triggers dopamine release, enhancing memory, motivation, and emotional connection. When beauty products are presented in a fun and interactive way, they transform from simple cosmetics into immersive self-care rituals. Imagine a vibrant scene: a user’s hands gleefully applying a rich, textured cream, colors swirling in motion, a splash of shimmer catching the light. The product is no longer just a cosmetic; it’s an invitation to creativity, emotion, and self-expression. This visual storytelling captivates the imagination, making beauty routines feel effortless and exciting. + 23% better recall – Learning by doing beats passive learning. + 89% engagement boost – Game-like elements keep users invested. + 22 x stronger memory retention – Story-driven visuals leave lasting impressions. → Hands: The Ultimate Storytellers. Hands express personality, movement, and playfulness, making them powerful tools in beauty marketing. + Hands delicately blending makeup create a sense of artistry and skill. + A playful splash of cream on the skin conveys freedom and fun. + Interactive gestures, swiping, dabbing, or mixing, draw viewers into the experience. By showcasing hands in action, brands create an instant connection between the product and the consumer, making beauty feel tangible, inviting, and alive. + 5% retention – Of what we hear. + 10% retention – Of what we read. + 75% retention – Of what we practice. → Visual Playfulness Sparks Curiosity Don’t be afraid to infuse whimsy into your beauty visuals. + Stop-motion animations can make beauty products come to life. + Bold, colorful visuals grab attention and inspire experimentation. + Gamification, badges, challenges, interactive features, creates excitement. + Humor, memes, and quirky animations make brands feel approachable. + Community engagement through challenges, stickers, and shared content. Final thoughts. Playful visual communication isn’t just about fun, it’s a strategic tool for engagement, brand loyalty, and virality. Whether through dynamic animations, interactive design, or immersive storytelling, beauty brands that encourage customers to play, experiment, and explore are the ones that stand out. Find my curated search of examples and get inspired for your next Hit. Featured Brands: Belif BigLip From This Island Glossier Glowery Ksuu Laniege Purpur Quick beauty Rhode Sundae Vaay #beautybusiness #beautyprofessionals #beautycommunication #beautymarketing

Most websites are leaking traffic, and it’s got nothing to do with content or backlinks. It’s almost always technical SEO. Here’s the exact process we use at my 7-figure agency to run a full technical audit: ✅ Fix crawlability • Robots.txt shouldn’t block key pages • Remove accidental noindex tags • Submit a clean sitemap in GSC ✅ Clean up index bloat • Find tag, paginated, HTTP, non-www, empty & filter pages • Noindex or delete them ✅ Redirects done right • Use 301s (not 302s) for permanent moves • Avoid chains, loops, and homepage redirects • Force HTTP > HTTPS, non-www > www (or vice versa) ✅ Boost page speed • Every 1s delay = -7% conversions • Use PageSpeed Insights, CDNs, image compression • Aim for <200ms server response ✅ Mobile-first always • Use responsive design • Avoid popups/interstitials • Match mobile & desktop versions ✅ Add structured data • Use JSON-LD • Mark up products, reviews, FAQs • Test with Google’s Rich Results tool ✅ Canonicals • Use full, lowercase, HTTPS URLs • Add self-referential canonicals • Don’t block them or include duplicates in sitemap ✅ Check server logs • See what Googlebot crawls, skips, or slows down ✅ JavaScript SEO • Don’t hide key content behind JS • Test rendering in GSC ✅ Site structure • Flat > deep • Max 3-4 clicks from homepage • Strong internal linking & clean hierarchy ✅ Bonus: International SEO • Use hreflang • Avoid IP-based redirects • Submit sitemaps by language Most people skip this stuff. Then wonder why their traffic flatlines. If your site has tech issues, content and links won’t save it. Fix the engine before you paint the car.

🛠️ The Ultimate Technical SEO Checklist for 2025 👉 Great content without strong technical SEO is like a Ferrari without an engine. 👉 Here’s my go-to checklist I’ve used to help 50+ brands boost organic traffic from the ground up 🚀 🔍 1. Crawlability & Site Structure ✅ Submit & monitor your XML sitemap ✅ SEO-friendly URLs (no gibberish, no clutter) ✅ Use breadcrumbs for better UX & indexing ⚡ 2. Speed = Survival ✅ Load under 3 seconds ✅ Compress with WebP ✅ Minify CSS/JS/HTML ✅ Use caching & lazy-loading 📱 3. Mobile SEO Matters ✅ 100% responsive design ✅ Fix issues via Google Search Console ✅ Optimize for finger taps & scrolls 🔐 4. HTTPS & Site Security ✅ SSL certificate is a must ✅ Implement secure headers ✅ Block mixed (http/https) content 🧬 5. Canonicals & Duplicate Cleanup ✅ Add canonical tags to avoid confusion ✅ Disallow thin/duplicate pages ✅ Manage paginated content properly 🧠 6. Schema Markup = Rich Results ✅ Add structured data (FAQs, reviews, products) ✅ Validate via Google Rich Results Tool ⚙️ 7. Error Handling & Redirects ✅ Set up custom 404 pages ✅ Use 301s wisely ✅ Monitor 5xx issues with server logs 🔗 8. Internal Linking Strategy ✅ Keep top pages within 3 clicks ✅ Use keyword-rich anchor text ✅ Maintain a clear content hierarchy 📦 9. JavaScript SEO (Yes, it’s real) ✅ Ensure JS-rendered content is crawlable ✅ Server-side render key content ✅ Lazy-load non-critical elements 🌍 10. International SEO Setup ✅ Use hreflang tags for each language ✅ Localized URLs (not just translated content) ✅ Country-specific keyword research 🧰 Tools I Use & Teach: 1.Google Search Console 2.Screaming Frog 3.Ahrefs 4.GTMetrix 5.Google Analytics (GA4) 🎯 Pro Tips from the Training Floor: 1.Audit regularly (quarterly minimum) 2.Optimize for both bots & real people 3.Stay in sync with Google’s core updates 4.Don’t chase rankings, build experience 💬 Training 9,000+ marketers has shown me: Technical SEO is non-negotiable if you're serious about scaling. Want more real-world SEO frameworks like this? 👉 Follow Kautilya Roshan for practical marketing insights that actually work. . . #TechnicalSEO #SEO2025 #DigitalMarketing #WebsiteAudit #StructuredData #SEOTools #GoogleSEO #Crawlability #MarketingMentor #LearnByDoing #KautilyaRoshan

If your Figma text styles are named “H1 / H2 / H3”… we need to talk. DON'T! It works for a while. Then your product grows, pages get more complex, marketing joins the party, accessibility requirements show up, and suddenly: • Your “H1” feels too loud in some places and too quiet in others • Designers override styles because “it didn’t look right” • Devs guess which heading tag goes where • Accessibility gets messy • Consistency slowly slips away The core issue? 👉 You’re mixing semantics with styling. In code, headings tell a story in hierarchy: H1 = most important H2 = next H3 = nested meaning …and so on. But visually, the largest, boldest text in your UI isn’t always your semantic H1. • Sometimes the biggest text is a hero headline. • Sometimes it's a section title. • Sometimes a dashboard title isn’t visually huge, but is the true H1 for the page. So tying visuals to HTML tags locks your system into the wrong rules. What to do instead: 👉 Name type styles based on their role and scale, not HTML tags. Something like: ********************** Display XL Display L Display M Headings Heading XL Heading L Heading M Heading S Body Default Body Emphasized Body Default Plus optional variants like Caption, Label, Overline. ********************** 👉 Now designers choose based on visual intention. 👉 Developers map the correct semantic tag based on context. In short: HTML tags = meaning and structure Figma styles = visual hierarchy and usability Keep them separate and your system scales cleanly. ✉️ → Free newsletter: moonlearning.io/newsletter 📚 → All my tutorials: moonlearning.io

A graphic design degree costs £40k and takes 3 years. But you? You're about to get the essentials in under 3 minutes. Because EVERYONE should know how to use design to make their expertise irresistible — whether you're presenting, pitching, or promoting. 👇 But first. The BIG misconception: Most people think visual communication = pictures. Wrong. It’s strategy. It’s how you use: - Layout + structure - Fonts + spacing - Visuals + white space - Content flow 💡 Why it matters: Dual Coding Theory. Allan Paivio (visual communication researcher extraordinaire) says we process info through two systems: both verbal (words) + non-verbal (visuals). We need to use them together for boosting understanding, engagement AND memory. Here’s how to do it like a pro 👇 --- 1️⃣ Visual Hierarchy Everything else serves this one goal: Make sure your audience sees the *right info* in the *right order*. Tips: - Bigger = more important - Closer = related - Structure = use titles, subheads, body - Use white space to reduce cognitive overload - Guide the eye like a story --- 2️⃣ Colour Keep it simple: 🎨 Pick 3: light background, dark text, bright accent ⚖️ Check contrast (aim for 8+): use Adobe Colour Checked to help (https://lnkd.in/eavEBGwD) 🔁 Use consistently Try: Coolors (https://coolors.co) for instant, accessible palettes. --- 3️⃣ Fonts ✔️ Use clean sans serifs (Helvetica, Inter, etc.) OR what is most accessible for your audience. This will be different for neurodivergent people or those with visual impairments. ✔️ Pick one with multiple weights (bold, medium, light). ✔️ Apply consistently for hierarchy Here’s a great resource to help: https://lnkd.in/eJA8NheT --- 4️⃣ Imagery Use visuals *with purpose*. 📸 Every image should enhance understanding, not just decorate 🎨 Stay consistent in style 📋 Attribute if using stock or AI imagery --- That’s your crash course in visual communication. Credibility. Clarity. Clout — without the £40k price tag. What would *you* add to the list? Liked this and want more? Follow me for tips on how to use visual storytelling to collaborate, communicate and change-make 👏

Yesterday, I published a new blog post (https://lnkd.in/gh9Yj-xU) that examines what data storytelling lessons we can learn from comic books. Why comic books? From a visual storytelling perspective, data stories have more in common with comic books than other storytelling mediums. They’re both static, sequential narratives that tell their stories using a balanced combination of words and visuals. In this post, I’d like to focus on the use of compression and decompression in comic books and how you can use them to control the pacing of our data stories. COMPRESSION ➡ ⬅️ Like a data story, a comic book doesn’t cover every facet of the entire narrative. It provides meaningful glimpses into the most important and entertaining parts that move the story forward. Looking at the three comic book panels on the left, you’re introduced to the superhero’s alter ego. He hears a call for help and begins changing into his superhero gear. Then, we see the hero running to respond to the plea for help. What’s missing? The mundane or repetitive bits that don’t matter to the story. 👉 Do we need to see him take out the garbage? No. 👉 Do we need to see him put on his cape? No. 👉 Do we need to see him checking a spam text message on his phone before running to help? No. Likewise, the data scenes don’t need to show every possible slice or detail of the data, especially if they’re irrelevant to your key takeaways or messages. DECOMPRESSION ⬅ ➡ In comic books, the opposite approach of decompression pacing is also used strategically. A decompressed approach spreads a key moment in the story across multiple similar panels with few accompanying words. This approach adds more weight to small but significant moments in the story to enhance the overall emotion and tension. The three comic book panels on the right progressively focus on the superhero and end with a close-up of her determined expression. At times in data storytelling, you may want to use a decompression approach to slow down and unpack an essential part of your story that is crucial to your audience’s understanding. For example, you may spend more time on a key dataset by focusing on different clusters of results in a scatterplot—one at a time, not all at once. While you’ll mainly use a compression approach, a decompression approach may be useful for pacing key parts of your story. If you'd like to learn more data storytelling skills like this, check out my book: https://lnkd.in/gzs2EZb 🔽 🔽 🔽 🔽 🔽 Craving more of my data storytelling, analytics, and data culture content? Sign up for my brand new newsletter today: https://lnkd.in/gRNMYJQ7

The psychology behind CTAs that convert: (5 lessons from billions of emails sent) Your CTA (Call-to-Action) isn’t just a button or a link. It’s the moment where all your effort pays off. But here’s the truth: Most CTAs fail because they don’t consider the psychology behind what drives someone to click. Here are 5 CTA strategies I’ve tested that consistently drive higher conversions (and why they work): 1. Make the action feel easy: Instead of: “Complete Your Registration” I tested: “Get Started in 60 Seconds” Why this works: People avoid tasks that feel time-consuming or overwhelming. A CTA that emphasizes speed and simplicity lowers resistance. 2. Use urgency to create momentum: Instead of: “Sign Up for the Sale” I tested: “Ends Tonight: Claim Your 50% Off” Why this works: A deadline taps into FOMO (fear of missing out), pushing people to act now instead of “later.” 3. Highlight a benefit, not a feature: Instead of: “Learn More” I tested: “See How We Boosted Revenue by 27%” Why this works: People don’t want to “learn”. They want outcomes. A benefit-focused CTA paints a clear picture of the value they’ll receive. 4. Be specific, not generic: Instead of: “Click Here” I tested: “Download Your Free Email Template” Why this works: Clarity builds trust. When someone knows exactly what they’ll get, they’re far more likely to click. 5. Match your CTA to their stage in the journey: Instead of: “Buy Now” on a first touchpoint I tested: “Get a Free Demo” Why this works: Asking for too much, too soon, feels pushy. Tailoring your CTA to where the customer is in their decision-making process creates a smoother path to conversion. --- The Big Lesson: Your CTA shouldn’t be an afterthought. It’s the bridge between interest and action. Small tweaks like emphasizing speed, clarity, or outcomes can make a massive difference. What’s the best-performing CTA you’ve tested? Drop it in the comments.

𝗬𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗹𝗼𝗴𝗶𝗰. 𝗧𝗵𝗲𝘆 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗴𝗼𝗼𝘀𝗲𝗯𝘂𝗺𝗽𝘀. When was the last time you 𝘧𝘦𝘭𝘵 something from an ad? Not just understood it, but actually felt a lump in your throat or a smile on your face? That’s what Coca-Cola nailed with their ‘𝗛𝘂𝗴 𝗠𝗲’ vending machine campaign in 2012. No coins, no cards - just a hug to get a free Coke. It wasn’t about selling soda. It was about sparking emotion. And it worked! Foot traffic around the machine skyrocketed. Social media lit up with shares and smiles. Why? Because touch triggers the release of oxytocin - the "bonding hormone" which builds trust and emotional connection. A study by the University of North Carolina found that even brief physical contact can reduce stress and increase feelings of security. Coca-Cola didn’t just dispense drinks, they dispensed dopamine. This is the power of emotional branding. It’s not about the product. It’s about the feeling you associate with it. Here's another great example of emotional branding: Spotify. They didn’t go the usual route with their billboards. No pricing. No tech specs. Just raw human emotion. Billboards like: “Be as happy as the guy who added 1,235 ‘I Love You’ songs to his playlist.” Or: “To the person who played ‘Sorry’ 42 times on Valentine’s Day - what did you do?” Funny. Relatable. Real. They weren’t selling features. They were holding up a mirror to our lives - with music as the soundtrack. The result? Massive online engagement. Word-of-mouth virality. And brand love that no performance metric can buy. In a world chasing attention, the brands that win are the ones that make us feel seen, heard, and understood. So here's the question - are you giving people information, or giving them a feeling they’ll never forget? #business #campaign #businessstrategies