Customer-Centered Design: A New Approach to Web Usability

Description

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

About the Author
KRETA CHANDLER is an e-commerce expert for HP’s Imaging & Printing Group and consults with online stores on improving the customer shopping experience. She is an international award-winning author of HP Visual User Environment learning products and has extensive experience in customer shopping behavior research and e-tail and catalog marketing.

KAREN HYATT develops marketing and legal strategy for HP’s largest business. She has served as a consultant for major retailers and industry associations and has extensive experience in retail theft prevention and competitive intelligence. At HP she developed retail strategies that pioneered consumer-centric marketing including innovative category marketing plans and retail consumer behavior analysis.

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