March 2014
Intermediate to advanced
312 pages
10h 17m
English
book
Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design
by Michael Krypel
Overview
This book features over 60 detailed examples of A/B tests run by
20 companies, including: Adobe, American Express, Comcast,
Electronic Arts, Facebook, Foursquare, Google, IBM, LinkedIn,
Marriott, Obama for America, Saks Fifth Avenue, T-Mobile, and The
Washington Post.
In this book, you will learn how to:
Change the standard design process most companies follow to enhance accountability for generating business and customer value, while creating new opportunities for collaboration and innovation.
Use qualitative and quantitative research to uncover customers’ unmet needs, and A/B test new designs to help customers accomplish their goals.
Apply customer-centric design principles based on the advice of experts from Google, Facebook, The Washington Post, Saks Fifth Avenue, and others, who share how they help their customers with before-and-after examples of their designs.
This book is divided into three parts:
Part 1: Creating Engaging Customer Experiences. This part discusses
the level of importance design now plays in the business world,
challenges the standard design process implemented by most
companies, and introduces the Iterative Optimization Methodology by
showing how design testing can lead to more creative and impactful
designs.
Part 2: The Iterative Optimization Methodology. Using real-life
examples, this part describes how to drive business and customer
value in step-by-step detail. It shows how companies can integrate
qualitative and quantitative customer research, prioritize website
sections and design ideas for testing, experiment with new designs
under real market conditions, and scale optimization techniques
across their organization.
Part 3: Visual Business Cases. In this part, business leaders from
20 companies share examples of their favorite design tests and
discuss practical approaches for using data to inform
customer-centric design:
• Adobe: Mikel Chertudi, Senior Director,
Media & Digital Marketing
• Ally Bank: Andrew Switzer, Director of
Online Sales and Marketing
• American Express: Thomas Lau, Senior
Manager, Online Prospect Acquisition
• Caesars Entertainment: Chris Kahle, Web
Analytics Manager
• Comcast: John Williamson, Senior Vice
President and General Manager of Comcast.com
• Dell: Emily Campbell, Executive Director
of Global E-Commerce
• Dollar Thrifty Automotive Group: Sandy
Martin, Director of eMarketing & Administration
• Electronic Arts: Zimran Ahmed, Director
of Product Management and Strategic Planning
• Facebook: Nate Bolt, Design Research
Manager
• Foursquare: Simon Favreau-Lessard,
Software Engineer
• Google: Jon Wiley, Lead Designer, Google
Search
• Hightail: Linda Tai, Director of
Analytics
• IBM: Phil Corbett, Manager, Marketing
Analytics
• LinkedIn: Amy Parnell, Principal
Designer
• Marriott International: Kenyon Rogers,
Director of Digital Experiments
• Obama for America: Kyle Rush, Deputy
Director of Front-end Web Development
• PetCareRx: Blake Brossman, Founder and
COO
• Saks Fifth Avenue: Roger Scholl, Vice
President of Operations for Saks Direct
• T-Mobile: Ryan Pizzuto, Web Test &
Optimization Strategy Manager | Onsite Search Product Manager
• The Washington Post: Eileen Krill,
Research Manager
On the importance of design to online business:
No matter how great a business idea is, or what technology it
relies on behind the scenes, a company needs to express itself
visually in a way customers will understand in order to be
successful. The number of ways to translate an idea into a design
is infinite, but which designs will drive customer value? Michael
Krypel’s Refining Design for Business answers this key
question, showing you how to create engaging and measurable
customer experiences.
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