Marketing UX Within Your Organization

Last week I talked about culture hacking and how to shift your organization toward a more UX-friendly way of working. This week, I want to get practical about one of the tools that makes culture change possible: internal marketing. I have some bad news. If you are a design leader, part of your job involves becoming a bit of a marketer. Not the fancy kind with huge budgets and billboards, but the scrappy, guerrilla kind that gets attention without spending a fortune. Why? Because if you want to change how people in your organization perceive users and value your team, you need to get their attention first. Traditional marketing does not work when you are trying to reach your colleagues, so you need unconventional, low-cost strategies instead. Build Your UX Ambassador Network Before I get into specific tactics, you need to understand the real goal here: creating UX ambassadors throughout your organization. You cannot be everywhere at once. You cannot attend every meeting, influence every decision, or educate every colleague personally. But you can identify and equip people across different departments who care about users and give them the tools to spread UX thinking in their teams. This is how culture change actually happens. Not through presentations from the UX team, but through conversations between colleagues who trust each other. So how do you find and develop these ambassadors? You start by identifying who is already interested, then you equip them to advocate for UX in their corner of the organization. Start with a Newsletter One of the most obvious tools is a newsletter. When I start working with an organization, one of the first things I do is send an email to as many people as possible across the company. In that email, I ask people to opt in if they are interested in UX, what the UX team is doing, or how UX can make a difference. Then I build a landing page that outlines the benefits of subscribing and what the newsletter will cover, treating it like a proper marketing site. Why? Because the people who choose to

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Marketing UX Within Your Organization is an episode from Digital Insights by Paul Boag.

This episode is 00:06:57 long.

This episode was published on Oct 30, 2025.

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