Book description
"This book provides readers what they need to know to greatly enhance website usability and the customer online shopping experience"
—Jakob Nielsen, author of best-selling title, Designing Web Usability
To succeed on the web, companies must understand their customers' needs and goals more thoroughly than ever before-and use that information to build sites that deliver an outstanding shopping experience. Customer-Centered Design offers a systematic blueprint for doing just that. Leading marketing experts and usability professionals Kreta Chandler and Karen Hyatt bring together state-of-the-art techniques that address your goals for short- and long-term profitability and your customers' demands for convenience, simplicity, and satisfaction. This book reveals:
What you must know about your customers—and how to get and use that information more efficiently
Five views of the online store: as software system, catalog, communications vehicle, sales rep, and retail shopping experience
Measuring your customers' experience with your site to stay on the leading edge
Blending successful techniques from catalogs, retail and e-tail stores to create a new shopping environment
Facilitating sales by helping your customers make buying decisions
Understand how the products you sell influence your site's information architecture and design
Table of contents
- Copyright
- Foreword
- Preface
- Acknowledgements
- About the Authors
-
Customer-Centered Design
-
New Rules of Engagement
- The Trouble with Websites
- Costs of Poor Usability
- Customer-Centric Vision
- So What's New?
- A New Kind of “Shelf”
- A New Kind of Shopper
- The Role of Product
- The Morphing Marketplace
- A New Kind of Business
- Competing in the New Marketplace
- Integrating into Global Markets
- Finding the Niche
- The New Rules of the Online Renaissance
-
Walking a Mile in the Customer's Shoes
- Understanding Customers
- Five Common Customer Myths
- Customer Profiling
- Consumer Demographics
- Psychographics
- Types of Research
- Misusing Research
- Shoppers vs. Customers
- Lifetime Customer Value
- Building Customer Relationships
- The Customer Lifecycle
- Business-to-Business Relationships
- Usage Behavior
- Predicting the Success of the Customer Relationship
- Shrinking the World
-
New Rules of Engagement
-
Retail, Catalog, and Online Stores
-
Retailing Secrets: Tips from the Pros
- Shopping at Retail
- Ten Essential Retailing Techniques
- Understanding How the Consumer Shops
- Business Planning and Retail Differentiation
- Identifying Key Target Customer Segments
- How to Determine Market Structures
- Merchandising and Product Placement
- Planograms and SKU Rationalization
- Category Management
- Merchandising
- Selectability
- Refreshing the Shelf
- Retail Advertising and Promotion
- Using Retail Tips to Increase E-tail Profits
- Globalization
- Retail Excellence at the Virtual Shelf
- Catalog Marketing: Taking the Best and Leaving the Rest
- Anatomy of the e-Shelf
-
Retailing Secrets: Tips from the Pros
-
Tools and Rules for Winning Websites
-
Designing Intuitive Online Customer Shopping Models
- More on Navigation
- Designing and Improving Customer Shopping Experiences
- Needs Assessment Process
- Measuring for Success
- Usability Measurement Process
- Three Methods for Evaluating Usability
- Developing Usable Online Shopping Models
- Example 1: HP Printing Supplies Vending Machine
- Example 2: Designing a Customer Shopping Model for HP Printing Supplies
- Online Store Benchmarking
- Customer Online Shopping Task Analysis
- A New Method: Retail Task Analysis
- Sales Data and Other Relevant Measures
- Integrating Research Results
- Knowing When You're Done
- Winning Webstores
-
Designing Intuitive Online Customer Shopping Models
-
Case Studies and The Future
- Case Studies
-
The Future: The Not So Final Frontier
- The Re-emergence of E-commerce
- Seize the Future
- The Connected Consumer—Pradeep Jotwani
- Bullish on the Future of E-commerce—Dr. Jakob Nielsen
- The Urbanization of the Internet—Paco Underhill
- Keeping Step with the Customer—Susan Boyce
- The Duality of the Online Merchant—Bruce Martin
- Research of the Future—Judith Herman
- The Dynamic Retail Future—Phil Lauria
- Measuring the Future—Ron Wilbur
- Getting from Here to There
- Top Ten Internet Shopping Predictions
- Looking Forward
- Glossary
- References
- Index
Product information
- Title: Customer-Centered Design: A New Approach to Web Usability
- Author(s):
- Release date: August 2002
- Publisher(s): Pearson
- ISBN: 9780130479624
You might also like
book
HTML5 for Web Designers, Second Edition, 2nd Edition
Jeremy Keith and Rachel Andrew help you brush up on syntax and updated elements, and get …
book
Making a Living from Your eBay Business, Second Edition
The power of online auctions is attracting hundreds of thousands--if not millions--of users who want to …
book
Getting Results from Software Development Teams
Learn best practices for software development project management—and lead your teams and projects to success. Dr. …
book
Access by Design: A Guide to Universal Usability for Web Designers
In just over a decade, the Web has evolved from an experimental tool for a limited …