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Digital Marketing - Study Notes:
Can be evolution, not revolution
As Tim Brown notes:
“Great design thinkers observe the world in minute detail. They notice things that others do not and use their insights to inspire innovation.”
It is worth noting some of the other factors and influences that may come into play or be imposed on a UX project. We hear a lot about innovation and the need to be innovative when we create something for users to interact with. Very often, this can be misinformed or misconstrued. While a broad goal for a web project may be to be innovative, sometimes this becomes a false target, and as an end in itself, it can result in much wasted effort. Innovation can appear very unassuming for users, and research can help to discover and define what innovation might represent.
What is innovation?
Here are three simple examples of innovation, each worthy as a goal on a website project.
- Making it easier for customers to self-serve can be innovative. This can be a business objective for the project. Anything that empowers customers to achieve something for themselves can be an innovation.
- For products that require a lot of configuration, putting more of that process in the hands of customers will almost certainly be innovative.
- For an online process that is usually prolonged and painful for users to complete, then removing steps in this process or condensing the process in some way, can, similarly, be an innovation.
As an example, imagine an airline booking process that improved ideas and flights where selected, making the process more delightful or enjoyable. Wouldn’t that be innovative?
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Rick Monro
Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.
![](<img alt="Rick Monro" src="https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=4248dbad33c5ce8e50db2e374af5ec28" data-lazy="https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=4248dbad33c5ce8e50db2e374af5ec28" srcset="https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&dpr=1&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=7e987f02dd75d8d06193878e10556cfc 1x,https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&dpr=2&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=a0e1d380eca39fac5def0f4718b54fa8 2x"/>)
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
If you are interested in learning about the principles of UX and the tools or techniques that you can use to develop and refine your user's experience, DMI has produced a short course on the subject for all of our students. You can access this content here:
DMI Short Course: UX Essentials
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Walkthrough: Google Optimize for A/B Testing
- Practical Guide: UX Writing for eCommerce Sites
- Walkthrough: Google Analytics
You will not be assessed on this content in your final exam.
