By Karen Donoghue

The 1st useful consultant to linking company approach with the paintings and technological know-how of consumer adventure and on-line layout It has turning into more and more transparent that the massive winners within the E-business enviornment are those who perform customer-centric layout. whereas there are a mess of excellent books at the artwork and technology of consumer interface and web design, until eventually outfitted to be used, there have been none that considering consumer adventure from the company strategist's and advertising manager's views. Drawing upon her paintings as a user-experience strategist for varied Fortune 1,000 enterprises, Karen Donoghue explores the dynamics of commercial procedure and person adventure in a concise, jargon-free demeanour for nontechnical managers. With assistance from interesting and instructive before-and-after case reports, she is helping managers develop into fluent within the language of user-experience; identifies user-experience and designstrategy top practices; explains how one can ensure what clients wish; and masses extra.

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Are they novices, early adopters? Are they consumers with a clear idea of what they are looking for? ) the case for the customer experience | • What is the firm’s online value proposition for its customers? (Are you making their lives easier and more efficient? ) For example, State Street Global Advisors, the asset-management firm mentioned previously, has developed several private extranets. One of them focuses on the pension/investment consultant community. The experience is designed to provide easy access to investment product information and research along with the ability to view investment performance information of shared clients.

Yet these user-focused measures of success don’t address the business objectives of the firm,2 which typically guide the strategic planning process. Successful user experiences deliver an equilibrium of value for the customer and value for the firm; they provide an experience that ultimately drives profitability. This book sets out to provide an actionable framework to enable experience owners to plan and develop user experience strategies to develop more effective relationships online, and to enhance profitability.

This would be verified by asking new customers how they found out about the firm and by tracking emails requesting follow-up information that originate through the site. The ROI calculation for this benefit would look like the following: 1. Calculate the NPV of the benefit in today’s dollars, based on the time horizon of n and an opportunity cost (“interest”) of k: the case for the customer experience | 17 Net present value of benefit = future value of benefit ϫ (n)/(1ϩk)n n is the number of time periods—in this case we will use 1.

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