Built for Use: Driving Profitability through the User Experience
The first practical guide to linking business strategy with the art and science of user experience and online design\ It has becoming increasingly clear that the big winners in the E-business arena are those that practice customer-centric design. While there are a multitude of good books on the art and science of user interface and website design, until Built For Use, there were none that focused on user experience from the corporate strategist's and marketing manager's perspectives. Drawing...
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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 userexperience 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.Praise for Built for Use:"The best interface is the absence of one. I am not a user; I am me. It is about time that designers of digital experiences thought hard about why a dog has so much more interface intelligence than any computer. It is about time that senior executives realized that quality of an experience is their business. Said differently, the icing is the cake."Nicholas Negroponte, Founding Director, MIT Media Laboratory, Author of Being Digital"Read this book if you want to learn why your company may be electronically rude to its customers today and how to avoid it in the future. Karen Donoghue is a thought leader and expert who helps companies evaluate and design user experiences that welcome and engage their customers. Her deep experience, knowledge, and insights are captured in this insightful book. It should be a must-read for every executive, manager, and designer who cares about the relationships their company is developing with its online customers."Hans Peter Brondmo, Digital Impact Fellow, Author of The Engaged Customer"Design sense, and sensibility, are all-too-rare rare qualities. Karen Donoghue has them innately and in abundance. Her user interface designs have a hallmark simplicity and elegance that belie a lifetime of insight and observation of the real ways that real people relate to complex information technologies. In Built for Use she shifts her incisive design eye from the intimate area of person/machine interfaces to the vast field of business interactions. The result is a lucid look at business interfaces with real products, real services, and real customers."Michael Hawley, Director of Special Projects, MITKaren Donoghue is founder and principal of HumanLogic, a strategic user-experience firm servicing Fortune 1000 clients, including Fidelity Investments, State Street Global Advisors, Reuters, Ltd., FleetBoston Financial, EMC Corporation, and Trellix Corporation. HumanLogic also serves many dot-com start-ups such as Raging Bull and MidnightTrader. She has been involved in the planning and development of innovative user experiences since 1987. Ms. Donoghue is a graduate of the prestigious MIT Media Lab and sits on the board of the MIT Enterprise Forum of Cambridge. She holds six U.S. patents on user interface technologies.For the latest information, resources, and insights about user-experience strategy for managers, visit the Built for Use Web site at http://www.builtforuse.com
ForewordPrefaceAcknowledgmentsIntroductionPt. 1The Case for the Customer Experience1The Gap Between What Customers Want Online and What They Get32Nine Things a Marketer Needs to Know About User-Experience Strategy343Building Trust Through the User Experience64Pt. 2Strategic Experience Envisioning4Capture What Customers Want in the User Experience1035Architect and Envision: Marry the Business Model to the Interface1446Make It Happen: Build for Extreme Usability and Business Evolution1717Evolving, Encouraging, and Protecting User Experience205Pt. 3The Future8The Future of User-Experience Design: Global, Mobile and Intelligent219Conclusion241AppTying Profitability to Usability245Endnotes247Glossary251Index257
