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Part: I Foundations of Web Site Design > Involving Customers with Iterative Des...

Chapter 4. Involving Customers with Iterative Design

The primary principle of customer-centered design is know your customers, as discussed in Chapter 3—Knowing Your Customers: Principles and Techniques. Now you will learn three related principles: keep the customers involved, conduct rapid prototyping, and evaluate your designs. Omitting any of these principles from your design processes is a major risk. Studies by the Standish Group International have attributed many of information technology's frequent project failures to a lack of end-customer input.

Iterative design addresses this problem by calling for setting measurable goals and repeatedly refining and testing design prototypes with customers until the final design meets or surpasses those goals. Your goals can be high-level and strategic, such as increased customer satisfaction or increased sales. They can also be short-term and tactical, such as reduced time to find items or fewer mouse clicks to check out and complete a purchase.


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