Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design (Paperback)

This book includes over 60 detailed examples of A/B tests run by 20 companies, including: Adobe, American Express, Comcast, Electronic Arts, Facebook, Foursquare, Google, IBM, LinkedIn, Marriott, Obama for America, Saks Fifth Avenue, T-Mobile, and The Washington Post.

In this book, you will learn how to:
 

• Change the standard design process most companies follow to enhance accountability for generating business and customer value, while creating new opportunities for collaboration and innovation.
• Use qualitative and quantitative research to uncover customers’ unmet needs, and A/B test new designs to help customers accomplish their goals.
• Apply customer-centric design principles based on the advice of experts from Google, Facebook, The Washington Post, Saks Fifth Avenue, and others, who share how they help their customers with before-and-after examples of their designs.

This book is divided into three parts:

Part 1: Creating Engaging Customer Experiences. This part discusses the level of importance design now plays in the business world, challenges the standard design process implemented by most companies, and introduces the Iterative Optimization Methodology by showing how design testing can lead to more creative and impactful designs.

Part 2: The Iterative Optimization Methodology. Using real-life examples, this part describes how to drive business and customer value in step-by-step detail. It shows how companies can integrate qualitative and quantitative customer research, prioritize website sections and design ideas for testing, experiment with new designs under real market conditions, and scale optimization techniques across their organization.

Part 3: Visual Business Cases. In this part, business leaders from 20 companies share examples of their favorite design tests and discuss practical approaches for using data to inform customer-centric design:
•    Adobe: Mikel Chertudi, Senior Director, Media & Digital Marketing
•    Ally Bank: Andrew Switzer, Director of Online Sales and Marketing
•    American Express: Thomas Lau, Senior Manager, Online Prospect Acquisition
•    Caesars Entertainment: Chris Kahle, Web Analytics Manager
•    Comcast: John Williamson, Senior Vice President and General Manager of Comcast.com
•    Dell: Emily Campbell, Executive Director of Global E-Commerce
•    Dollar Thrifty Automotive Group: Sandy Martin, Director of eMarketing & Administration
•    Electronic Arts: Zimran Ahmed, Director of Product Management and Strategic Planning
•    Facebook: Nate Bolt, Design Research Manager
•    Foursquare: Simon Favreau-Lessard, Software Engineer
•    Google: Jon Wiley, Lead Designer, Google Search
•    Hightail: Linda Tai, Director of Analytics
•    IBM: Phil Corbett, Manager, Marketing Analytics
•    LinkedIn: Amy Parnell, Principal Designer
•    Marriott International: Kenyon Rogers, Director of Digital Experiments
•    Obama for America: Kyle Rush, Deputy Director of Front-end Web Development
•    PetCareRx: Blake Brossman, Founder and COO
•    Saks Fifth Avenue: Roger Scholl, Vice President of Operations for Saks Direct
•    T-Mobile: Ryan Pizzuto, Web Test & Optimization Strategy Manager Onsite Search Product Manager
•    The Washington Post: Eileen Krill, Research Manager

On the importance of design to online business:

No matter how great a business idea is, or what technology it relies on behind the scenes, a company needs to express itself visually in a way customers will understand in order to be successful. The number of ways to translate an idea into a design is infinite, but which designs will drive customer value? Michael Krypel’s Refining Design for Business answers this key question, showing you how to create engaging and measurable customer experiences.
 

 

本書包含20家公司進行的超過60個A/B測試的詳細案例，包括：Adobe、美國運通、Comcast、Electronic Arts、Facebook、Foursquare、Google、IBM、LinkedIn、萬豪國際、奧巴馬競選團隊、Saks Fifth Avenue、T-Mobile和華盛頓郵報。

在本書中，您將學習以下內容：
- 改變大多數公司遵循的標準設計流程，增強對於產生業務和客戶價值的責任感，同時為協作和創新創造新的機會。
- 使用定性和定量研究來揭示客戶未滿足的需求，並進行A/B測試新設計，以幫助客戶實現他們的目標。
- 根據Google、Facebook、華盛頓郵報、Saks Fifth Avenue等專家的建議，應用以客戶為中心的設計原則，並通過他們的設計的前後示例分享如何幫助客戶。

本書分為三個部分：
第一部分：創造引人入勝的客戶體驗。本部分討論設計在商業世界中的重要性水平，挑戰大多數公司實施的標準設計流程，並介紹迭代優化方法，展示設計測試如何帶來更具創意和影響力的設計。
第二部分：迭代優化方法。本部分使用實際案例詳細描述如何推動業務和客戶價值。它展示了公司如何整合定性和定量客戶研究，為測試優先考慮網站部分和設計理念，在真實市場條件下試驗新設計，並在組織中擴展優化技術。
第三部分：視覺業務案例。在本部分，來自20家公司的業務領導者分享了他們最喜歡的設計測試案例，並討論了使用數據來支持以客戶為中心的設計的實用方法。

對於線上業務中設計的重要性：
無論一個業務理念有多好，或者它背後依賴的技術是什麼，一家公司需要以客戶能理解的方式在視覺上表達自己，才能取得成功。將一個理念轉化為設計的方式有無限多種，但哪些設計能帶來客戶價值？Michael Krypel的《為業務精煉設計》回答了這個關鍵問題，向您展示如何創造引人入勝且可衡量的客戶體驗。