Built for Use

The big winners in the Ebusiness arena are those who 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 strategy. As illustrated by the examples of the many big winners covered in this book, for those who 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 dot-com also-rans cited, anything less than a total commitment to the user experience is, at best, an expensive, humbling exercise in futility.

While there are a multitude of books on the art and science of user interface and Web site design, until now none has focused on the online user experience from the corporate strategist's and marketing manager's perspectives. 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 ebusiness experiences that build long-term customer loyalty and drive long-term profits.

Drawing upon her experiences as a user-experience strategist for numerous Fortune 1000 firms, Karen Donoghue explores key business strategy and user-experience issues in a concise, jargon-free style for nontechnical managers. With the help of fascinating and instructive before-and-after case studies from State Street Corporation, Fidelity Investments, Trellix Corporation, and other major players in the ecommerce arena, Donoghue makes a strong business case for customer-centric design practices. She 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.

Built for Use is required reading for marketing professionals at companies actively pursuing an online presence, as well as for the development teams with which they collaborate.

Contents

Foreword
Preface
Acknowledgments
Introduction

Part I : The Case for the Customer Experience
Part II : Strategic experience envisioning
Part III : The Future

Conclusion
Appendix
Endnotes
Glossary
Index