Customer-centered design
A new approach to Web usability
Résumé
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
- Understanding how the products you sell influence your site's information architecture and design
Contents
I. CUSTOMER-CENTERED DESIGN.
1. 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.
2. 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.
II. RETAIL, CATALOG, AND ONLINE STORES.
3. 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.
UsingRetail Tips To Increase E-tail Profits. Globalization.
Retail Excellence at the Virtual Shelf.
4. Catalog Marketing: Taking the Best and Leaving the
Rest.
The Catalog Shopping Experience. The Direct Market. The
Character of the Catalog. Persistence = Increased Sales.
How to Measure a Good Catalog. Catalog Lessons for
E-commerce Sales. A Case Study—Quill.
5. Anatomy of the e-Shelf.
The Cost of Convenience. Shopping Online. Types of Online
Stores. Six Functional Parts. Ten Essential E-merchandising
Techniques. E-tools of the Trade. Operational Excellence.
Integrating “Shelf” Merchandising
Techniques.
III. TOOLS AND RULES FOR WINNING WEBSITES.
6. 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.
7. Winning Webstores.
Inalienable Expectations of Customers. Thirteen Rules of
Winning Websites by Jakob Nielsen. Page Design Tips and
Considerations. How Does Your Webstore Stack Up? The
Envelope Please.
IV. CASE STUDIES AND THE FUTURE.
8. Case Studies.
Case Study 1: HP Printing Supplies Configurator. Case
Study 2: hpshopping.com—Improving Customer
Convenience. Case Study 3: Designing a Website for a Wine
Shop. Case Study 4—Back to Business
Basics—Designing for Internal Information
“Customers” .
9. 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.
L'auteur - Kreta Chandler
A former learning products engineer and award-winning author of UNIX user manuals and online help, Ms. Chandler has spent the past 21 years with Hewlett-Packard Company consulting with major online retailers, managing customer online shopping research, and leading the development of online shopping tools that are revolutionizing the way customers shop online. She has also managed direct marketing catalog programs and developed user interface navigation models for th first interactive printing supplies vending machine. She was part of the engineering team that pioneered HP-VUE, the first graphical user interface for UNIX.
L'auteur - Karen Hyatt
A former editor and columnist, Ms. Hyatt has spent the past 20 years with Hewlett-Packard Company managing competitive intelligence, category management strategy, advertising, press relations, and merchandising. In demand for her expertise in retail theft prevention, she has served as a consultant for major retailers and industry associations. At HP she developed retail strategies that pioneered consumer-centric marketing including innovative category management plans and consumer shopping behavior research. She currently manages legal strategy for HP's largest business.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Prentice Hall |
| Auteur(s) | Kreta Chandler, Karen Hyatt |
| Parution | 29/08/2002 |
| Nb. de pages | 290 |
| Format | 17,5 x 23,4 |
| Couverture | Broché |
| Poids | 615g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780130479624 |
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