Built for use: driving profitability through the user by Karen Donoghue

By Karen Donoghue

The 1st functional advisor to linking enterprise process with the artwork and technology of person adventure and on-line layout It has changing into more and more transparent that the massive winners within the E-business area are those who perform customer-centric layout. whereas there are a large number of fine books at the paintings and technology of consumer interface and web design, till equipped to be used, there have been none that taken with person event from the company strategist's and advertising manager's views. Drawing upon her paintings as a user-experience strategist for varied Fortune 1,000 corporations, Karen Donoghue explores the dynamics of commercial procedure and person adventure in a concise, jargon-free demeanour for nontechnical managers. With the aid of interesting and instructive before-and-after case reports, she is helping managers develop into fluent within the language of user-experience; identifies user-experience and designstrategy most sensible practices; explains the right way to ensure what consumers wish; and masses extra.

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Extra info for Built for use: driving profitability through the user experience

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To drive the customer experience, the entire team should understand the business case behind the design, how it will be expressed in the user experience, and how its success will be measured. Across the entire organization, using shared metrics—which map financial metrics to customer-relationship metrics—to guide the design of the user experience is good practice. The Ideal User Experience Analyze what makes a user experience successful and apply the same thinking at the outset of a Web strategy.

As the number of online address-change requests increase, the number of phone calls for the same request should decrease. To see both curves increase would mean a serious flaw in the user experience: It 24 | built for use Example experience: Online mutual funds site User arrives at home page intending to find and enroll in Technology Fund Bad user experience Good user experience User can't find fund in navigation, enters Search term User sees "Products" clearly shown in navigation Results show information about fund from the entire Web, not just this site User clicks and sees "Technology Fund" User reviews details about product and how to enroll User picks up phone to call firm for customer support in finding information and enrolling User completes enrollment in fund transaction and is exposed to other value-added products and services Cost to firm: $80 for customer support call resulting from lost online transaction Cost to firm: pennies for online transaction Figure 1-3.

But bad navigation design for the shopping experience is an example of something that is easy to fix in the user experience. There’s no excuse for it. Being able to add an extra item to a shopping basket is something that people do in the real world all the time, but it’s been overlooked in the design of online systems. This experience is particularly noteworthy, as it has a direct impact on revenue. Though the amount of frustration users will endure in order to use a site could arguably be an indication of its perceived value, customers certainly don’t deserve these poor online experiences.

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