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Refining Design For Business Using Analytics Marketing & Technology To Inform Customer Centric Design

Год выпуска: 2014-04-04
Автор: Michael Krypel

Synopses & Reviews

Publisher Comments

This book features 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 Krypels Refining Design for Business answers this key question, showing you how to create engaging and measurable customer experiences.

Synopsis

With a focus on the intersection of design, data, and marketing in business, Michael Krypels Refining Design uses before-and-after screenshots to show the new level of importance design now plays in the world of business and how changing the standard design process most companies follow can add accountability for driving business and customer value. This book demonstrates how to test different design versions with real customers, as well as build segmentation strategies to personalize experiences across a business. Businesses that start to function in the ways described in this book evolve not only their strategies, structures, and peoples skill-sets, but their cultures as well, as they become infused with more collaboration, creativity, and accountability. The book walks through visual business cases, with real-world examples of how companies tackled business obstacles by redefining their designs and moved towards transforming their business into best in class optimization organizations.

Synopsis

Innovation and technology have forever changed what it means to be a business. Some businesses now exist only online; increasingly, companies are being built with new technologies that require new skills; and customers are routinely accessing businesses via interactive visual and audio experiencesthrough web pages or apps, using computers, mobile devices, and televisions.

These experiences are based on design, which has never been so important to the business world. Customers interact with designs by looking, clicking, typing, listening, speaking to, and touching them. These interactions largely occur where and when the customer chooses: alone on the couch at home, at work, at social events, while traveling on an airplane, and elsewhere. When people say they read an article, bought a friend a gift, watched a video, or booked a hotel, theyre talking about engaging with businesses by interacting with their designs.

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 Krypels Refining Design for Business answers this key question, showing you how to create engaging and measurable customer experiences.

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 they help their customers with before-and-after examples of their designs.

About the Author

Michael Krypel has helped companies ranging from start-ups to the Fortune 10 re-align their business strategies to become more customer-centric. As the Executive Director of Adobe Digital Consulting, Michael is responsible for the success of the Adobe Digital business, which is chartered with driving substantial and measurable lift in the bottom lines of the worlds top companies. Prior to joining Adobe, Michael was a Consultant with Creative Good, where he worked to improve the online strategies of clients in the media, retail, travel, insurance and technology industries. While at Creative Good, Michael also instructed a series of courses on how to craft business strategies based on customer research to students from companies such as Credit Suisse, ESPN, The Washington Post and TheLadders.

Table of Contents

SECTION 1: Creating Delightful Customer Experiences

Chapter 1: Introduction 4

Chapter 2:The Art & Science of Digital Business 30

SECTION 2:The Iterative Optimization Methodology

Chapter 3: Methodology Overview 15

Chapter 4: Building a Digital Marketing Strategy and Optimization Roadmap 28

Chapter 5: Optimization Plan, Wireframes and Design Comps 35

Chapter 6: Implementation and Quality Assurance 7

Chapter 7: Analysis, Recommendations and Iteration 17

SECTION 3:Visual Business Cases

Chapter 8: Visual Business Cases by Industry 25

Chapter 9: Visual Business Cases by Experience Template 25

Chapter 10:Visual Business Cases by Device or Space 15

SECTION 4: Governance for Building an Optimization Organization

Chapter 11: Strategy: Preparing Your Organization for Change 15

Chapter 12: Structure & People: Organizational Design, Acquiring and Growing Talent 25

SECTION 5:Appendix

Appendix A: Online Community and Additional Visual Business Cases 2

Appendix B: Statistics Basics 4

Appendix C: Technology Basics 4



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