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Part: III Appendixes > Chapter 1: Customer-Centered Web Design

Chapter 1: Customer-Centered Web Design

Books, Research Papers, and News Articles

Bias, R. , and D. Mayhew . (1994) Cost-Justifying Usability. San Diego, CA: Academic Press.
This book is a collection of essays that describe various methods and techniques for quantitatively showing how usability affects the bottom line.

Creative Good. (1999) Holiday '99 E-Commerce: Bridging the $6 Billion Customer Experience Gap. (http://www.creativegood.com/research.html)
This report reviews several of the top e-commerce Web sites, pointing out how simple problems prevented visitors from completing basic tasks, and how these problems could affect the bottom line.

Creative Good. (2000) Holiday 2000 E-Commerce Report. (http://www.creativegood.com/research.html)
This report discusses the results of informal usability evaluations on several top e-commerce Web sites.

Dembeck, C . (2000, January 11) Report: B2B Web sites fail usage test. E-Commerce Times [online]. (http://www.ecommercetimes.com/perl/story/2183.html)
In this news article on a Forrester Report, “Why Web Sites Fail,” one of the results described here is that when customers have a bad experience on a Web site, they tell an average of ten other people.

Moore, G . (1999) Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (rev. ed.). New York: HarperBusiness.
The author describes how high-tech products sell well initially, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. Crossing the Chasm was a milestone in high-tech marketing when it was first released in 1991.

NetRaker Corporation. (2000, April) EShopping Research Study. (http://www.netraker.com/nrinfo/company/20000907.asp)
This study looks at the factors driving repeat visits and purchases at online shopping sites. It found that although a few Web sites offer a great customer experience, there is still plenty of room for improvement. In a comparison study between Yahoo! Shopping, Amazon.com and AOL Shopping, not one firm scored over an 8.02 on a scale of 0 to 10 when rated by consumers. The lowest score was below 6.5. By comparison, when leaders in offline industries are evaluated on the key components that drive repeat visits and satisfaction, we see scores typically in the high 8s and low 9s.

Tedeschi, B . (1999, August 30) Good Web site design can lead to healthy sales. New York Times E-Commerce Report. (http://www.nytimes.com/library/tech/99/08/cyber/commerce/30commerce.html)
This article reports on IBM's efforts to redesign its Web site and on how sales increased after overall usability was improved.

Web Sites

Creative Good: http://creativegood.com and goodexperience.com: http://www.goodexperience.com
Creative Good is a strategy firm that helps clients focus on the customer experience. Goodexperience.com is a Web log by Mark Hurst, the founder and president of Creative Good. He provides insights about what is right and wrong with the Web experience today, as well as an occasional tidbit about technology-related issues. The site is updated fairly often, but you may find it more useful to get the weekly e-mail updates instead.

useit.com: Jakob Nielsen 's Website: http://www.useit.com
Jakob Nielsen is one of the best-known Web personalities today, for his hard-line stance in favor of usability. useit.com is his Web site, where he publishes Alertbox, a biweekly newsletter on Web-related usability issues.

WebWord.com: http://www.webword.com
WebWord.com is a great site for those of us who want to keep up with news about Web design and usability but do not have the time to do our own surfing. The WebWord team highlights the best news articles from a bunch of other Web sites.



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