Desirability vs Usability: Mastering UX and Growing Agencies with Gareth Dunlop

Marketing vs The World

In this episode of Marketing vs The World, host Abbie Dando chats with Gareth Dunlop, a seasoned UX expert and entrepreneur, about the critical balance between desirability and usability in user experience design. Gareth shares practical insights on designing digital products that create desire while ensuring ease of use, alongside his experience of building and selling two successful marketing agencies.

In this episode, Abbie and Gareth discuss:

Gareth Dunlop’s Background

Transition from a computer programmer at a major Irish bank to a UX pioneer.

Growing and selling two marketing agencies, including the challenges and rewards of these ventures.

His shift from leading teams to working independently as a consultant.

What Is User Experience (UX)?

Definition: How a user feels when interacting with a product or service.

The holistic approach to creating digital experiences that influence user behaviour.

Examples of good and bad UX in everyday apps and websites.

Why UX Matters More Than Ever

The evolution of UX as a discipline since the early 2000s.

COVID-19’s role in accelerating businesses’ focus on digital experiences.

Why organisations need to shift from monologue-style marketing to user-driven dialogues.

Designing Great UX: Desirability vs Usability

Desirability: Creating want through emotional connection and brand perception.

Usability: Making it easy for users to achieve their goals.

Examples of high-desirability brands like Taylor Swift and Apple, and their strategies for balancing desirability with convenience.

Why focusing solely on usability can limit the emotional pull of your product.

Measuring UX and Building a Business Case

How to benchmark your current website or app performance using tools like Google Analytics and Hotjar.

The importance of qualitative research to complement data insights.

Building a case for UX investment by showing potential business gains and the cost of poor user experiences.

Lessons in Growing and Selling Agencies

Preparing for Sale: Gareth’s focus on running his businesses professionally, keeping operations clean, and being ready for acquisition opportunities.

Navigating a Sale: Insights from selling his first agency and proactively seeking buyers for his second.

Post-Acquisition Challenges: The importance of integrating cultures, processes, and tech stacks after a sale.

Key Takeaways From This Episode

For UX Success:

Desirability and Usability Work Together: Create desire while ensuring simplicity to achieve the best user outcomes.

Start Small: Use affordable tools like Hotjar and surveys to gather insights, even on a tight budget.

Put Users First: Focus on solving user needs and behaviours, not just achieving business objectives.

For Entrepreneurs:

Run Clean Operations: Keep your business professional and transparent to attract potential buyers.

Stay Ready: Treat every day as preparation for a possible acquisition, even if you’re not actively seeking one.

Take Your Time: Wait for the right opportunity to sell, but ensure your business is always in great shape.

What You’ll Get From This Episode

This episode offers valuable insights into the psychology of user experience, tips for improving digital products, and actionable advice for entrepreneurs considering selling their business.

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Marketing Vs The World is produced by Urban Podcasts.