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Designing for User Experience and Data in Martech

Posted by Indusa Admin on January 18, 2017 12:22 pm

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UX design is the process of designing products, both digital and physical, that are easy to interact with. UX design is important as it’s used to improve customer loyalty and satisfaction through the ease of use when interacting with a product. Managing marketing can be extremely challenging, especially with so many moving pieces such as attribution, campaigns, channels, content, and budgets. Technology can certainly help with gaining intelligence, organizing the team, and executing campaigns. But, the process by which marketers interact with software tools can make or break the utility of marketing technology (Martech) software. Considering user experience design elements for marketing is critical for Martech firms to achieve not only software excellence, but also customer loyalty.

Let’s explore the experience of implementing Martech from the user’s perspective for a minute. The technology is likely one tool or platform among many in their stack. The technology may require configuration, onboarding, and integration. At each and every step, the design of the Martech can define the user experience and determine whether the product is truly user-friendly, ultimately answering the question if users are able to derive real value from the product. Both user experience design and data organization are key aspects of the Martech process. Let’s take a look at how they interplay.

WhyUser Experience Matters in Martech

Data is everything to marketers. “The amount of data and activity generated today means that a much deeper analysis around the customer experience is required, meaning that companies need an automatic marketing function,” says Peter Reinhardt of Segment.

Whether you’re building marketing automation software, a lead management application, or a demand generation tool, the first step is to consider the large data arrangement as it essentially works on managing data. The software UX design should look appealing to users and data should be arranged in a way that increases visibility.

According to a report from the Society of Digital Agencies (SoDA), 77% of agencies believe that poor UX design is a weakness of their clients. In the case of Martech, a good user experience design with regard to data can play a big role in good customer experience.

Great design helps communicate the virtues of a Martech software to your users. Because data is significant in Martech applications, UX plays a major role in arranging the data. Whether it’s carefully choosing images or following branding guidelines for colors and fonts, or displaying features aesthetically on the page making them easy to use and convey messaging, a lot of attention needs to be paid to designing an intuitive and user-friendly Martech application or site.

According to Walker Sands’ State of Marketing Technology 2016 report, the difficulty of implementation/integration is the second largest challenge which holds companies back from implementing Martech. Imagine that a marketer is trying to use a Martech tool, only to find difficulty in either understanding, organizing, or extracting the rich and unique set of data points generated. Perhaps the data does not integrate well with their CRM, or they cannot drill down enough on the data to turn them into actionable analysis. How can you design for data in Martech?

How to Improve the User Experience Design

Indusa has implemented design elements for several martech customers; along the way, we noticed that there are four key aspects of data design for martech as they strive to improve marketing user experience:

Filters to Segregate Data –

A martech application is designed to display large data in the form of tables to allow users to easily sort through the data in a structured manner. Filters are used to segment the data into smaller groups for better understanding and ease of use.


Going through data and numbers is tiresome, but visuals make the same data interesting and attractive. Not only can you understand and make sense of it in one go, you can also gain interesting insights that wouldn’t be apparent from just going through the data and statistics. Graphical images help in optimization and allows for CDN (Code Delivery Network) to be used.


Tree View Structure for Data Segmentation –

Content heavy martech software needs a strong data structure so the user can understand it better. Similarly, application data needs to be designed keeping a proper navigation structure in mind. Proper nested structure of data will allow users to find what they need, easily and quickly, with information displayed in a set hierarchy.


Tabular Structure –

A properly designed database provides access to up-to-date and accurate information. The tabular representation is ideal for the martech software scenario as it mostly deals with space limitations, data sorting, and responsiveness in devices.


Ready to Streamline Your Martech Design Stack?

Commonly used design elements change time and again – from navigation, to layouts, and even color palettes and other branding elements. According to Adobe, given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain.

If your application doesn’t appeal to your users and they cannot find what they want on the application, chances are they may not want to use it. Optimizing the design of Martech software for improved user experience is critical whether you are an Adtech, Martech, or marketing firm.

Read this case study to learn how marketing effectiveness models helps transform business processes within sales, marketing and product organizations.

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About the Author – Neha Kumar

Neha Kumar is a digital media evangelist and marketing professional. She overlooks Indusa’s content management, social media, online events, email marketing, blogs, digital campaigns, lead generation and inside sales activities on a broader scale.


Topics: Marketing