Built
for Use explains what executives, managers and experience design professionals
need to know to successfully drive online user experience projects.
The
first guide to linking business strategy with the art and science
of online user experience, Built for Use offers a total approach
to the planning and development of E-business user experiences that
build long-term customer loyalty and drive long-term profits.
With fewer and fewer dotcoms vying for the attention of online consumers
it is becoming increasingly clear that the big winners in the E-businesses
arena are those that practice customer-centric design.
More than simply a matter of jazzy graphics, customer-centric design
is about earning the trust and loyalty of a dedicated customer base
by making the quality of the user experience the centerpiece of
the total online strategic initiative. As illustrated by the examples
of the many big e-winners explored in this book, for those that
practice customer-centric design, the online user experience is
a major part of a company’s value. And, as shown by the experiences
of the many dotcom also-rans cited, anything less than a total commitment
to the user experience is, at best, a very expensive, very humbling
exercise in futility.
While there are a multitude of good books on the art and science
of user interface and Web site design, until now there were none
that focused on the online user-experience from the corporate strategist’s
and marketing manager’s perspectives.
Drawing upon her experiences as a user experience strategist for
numerous Fortune 1,000 firms, Karen Donoghue explores key business
strategy and user experience issues in a concise, jargon-free style
for non-technical managers. With the help of fascinating and instructive,
before-and-after case studies from State Street Corporation, Fidelity
Investments, Trellix Corporation, Reuters, Ltd., and other major
players in the E-commerce arena, Donoghue makes a strong business
case for customer-centric design practices. She helps managers become
fluent in the language of user experience and explains how to determine
what customers expect online. She also describes user experience
and design strategy best practices for everything from putting together
and managing an interdisciplinary team dedicated, to delivering
superior user experience, to measuring the design strategy success,
and ensuring continued customer satisfaction. And, throughout Built
for Use, you’ll find the insights and advice of senior executives
at Amazon.com, eMode, and other spectacular E-business success stories
whom Donoghue interviewed for this book.
Built for Use is required reading for marketing professionals at
companies actively pursuing an online presence, as well as the development
teams with which they collaborate.
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