Seeing the wood for the trees: Fixing large undefined problems in digital marketing

Mooney, Michael; Slobodian, Stephanie

Case study

Seeing the wood for the trees: Fixing large undefined problems in digital marketing

Michael Mooney and Stephanie Slobodian

Journal of Digital & Social Media Marketing, 3 (4), 294-303 (2016)

https://doi.org/10.69554/PWFF5840

Abstract

An app that performs for an organisation must balance business, technology and user needs. While it is easy to skip steps, taking the time to leverage the expertise of various disciplines will pay off with users and the organisation. Marriott International keeps pace with what users want by constantly iterating on design and development and talking to users to ensure it hits the mark.

Keywords: Agile; user experience; user research; qualitative testing; mobile; conversion; e-commerce; digital marketing

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Citation

Mooney, Michael and Slobodian, Stephanie (2016, February 1). Seeing the wood for the trees: Fixing large undefined problems in digital marketing. In the Journal of Digital & Social Media Marketing, Volume 3, Issue 4. https://doi.org/10.69554/PWFF5840.