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1

Jeff Bezos on Amazon.com's customer-centric approach to online business

From Amazon.com's early days, founder Jeff Bezos' vision was to create the world's most customer-centric company. He is driven by the belief that what's good for the customer will ultimately turn out to be good for the company. This is the reason why you can find negative customers' reviews on products at Amazon - something that would be inconceivable in most other companies. Bezos is convinced that Amazon will sell more if they help people make purchasing decisions.

One of the keys to the success of Amazon.com lies in their fact-based approach. Some ideas are too complex to try out in small-scale tests, but Amazon will make an extraordinary effort to study customer behaviour rather than rely on their best instincts and judgments.

Links:

  • The article Insinde the Mind of Jeff Bezos

Henrik Olsen - November 14, 2004

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See also: E-commerce (21) 


 

2

Andrew Chak on persuasive design

In the latest newsletter from UIE, Jared Spool writes:

"…designers always get cautious when we start talking about creating a persuasive design. They think we're suggesting that they somehow should try to deceive their users."

I've experienced similar reactions to my article Business-centred design.

UIE has an interview with Andrew Chak, author of the excellent book Submit Now: Designing Persuasive Websites, which elaborates on the subject of persuasive design.

Here are a few highlights from the interview:

"Persuasive Design is not about manipulating users into doing something they don't want to do. Instead, the goal of Persuasive Design is to get users to make the right decision."

"Persuasive design is not just about influence. It's about understanding the user's decision process and providing the information and tools to help facilitate a decision."

Links:

  • The interview with Andrew Chak
  • Andrew Chak's book at amazon.com
  • Andrew Chak's book at amazon.co.uk

Henrik Olsen - February 13, 2003 - via UIEtips Email Newsletter

Permanent link Comments (1)

See also: Persuasive design (10) 


 

3

form and function interview

Craig Saila interviews web designer and author of Designing CSS Web Pages (New Riders), Christopher Schmitt. The topic is form and function. This can and often does apply to usability on the functional level.

Links:

  • An interview with Christopher Schmitt

Nick Finck - January 30, 2003 - via Digital Web Magazine

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See also: Visual design (11) 


 

4

An interview with Peter Morville and Lou Rosenfeld

Since reviewing "Information Architecture for the World Wide Web, Second Edition" (AKA the Polar Bear book) we decided it would be of interest to our readers to interview the authors of this book to see how the role of IA has changed since the first edition was released. Meryl K. Evans conducted the interview.

Links:

  • An interview with Peter Morville and Lou Rosenfeld, Information Architects
  • Book Review: Information Architecture for the World Wide Web, Second Edition

Nick Finck - December 12, 2002 - via Digital Web Magazine

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See also: Information architecture (10) 


 

5

The key to Amazon.com's success

According to Maryam Mohit, Amazon.com's V.P. of Site Development, the key to Amazon.com's success is a strong focus on customer experience, which is infused throughout all levels of the company and includes all aspects of the buying process.

"And it's not just the people you'd think, like designers and usability specialists. Our engineers are really strong about thinking about customer experience, and our operations team, the people who run the back-end operations. Are the boxes easy to open, what packing material do we use, how much packing material is in the box, is it recyclable?"

Monitoring the customer experience is also important to Amazon.com.

"Metrics are super important. It's not just measuring, but measuring the right stuff and understanding it."

"…we correlate our measurements with changes we've made on the site, to see what's driving what, how to position things on pages, and which features to delete."

Links:

  • An interview with Maryam Mohit, Amazon.com

Henrik Olsen - November 23, 2002

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See also: E-commerce (21) 


 

6

Jakob Nielsen defends his authoritarian style

Many Web Designers dislike Jakob Nielsen because of his blunt and uncompromising style. In an interview at DigitalWeb, he defends himself:

"My job is to negotiate on behalf of the world's 500 million Internet users since they are the only stakeholders without representation on the design team. And it's one of the oldest tricks of negotiating that you never start out asking for a compromise deal. You start out asking for the ideal and then you negotiate down from there."

Links:

  • An interview with Dr. Jakob Nielsen

Henrik Olsen - November 14, 2002

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7

User-Centered Design

This month Digital Web Magazine will focus on the theme of User-Centered Design. Kicking things off this week is an interview with Peter Merholz and Nathan Shedroff on User-Centered Design.

Links:

  • The interview
  • Peter Merholz
  • Nathan Shedroff
  • Meryl K. Evans

Nick Finck - October 09, 2002

Permanent link Comments (0)

See also: Primers (8) 


 

8

IA and usability

Digital Web Magazine interviews Jeffrey Veen and Jesse James Garrett of Adaptive Path

Links:

  • interview

Nick Finck - August 14, 2002

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See also: Information architecture (10) 


 

9

Jakob Nielsen interview by QualityOfExperience

In this interview Jakob Nielsen states that more and more CEOs acknowledge the importance of website usability. But the next step is to do usability the right way. Usability is quite different from marketing research and methods, such as focus groups, won't do.

In the interview Jakob also criticise online product configurators for being to complicated to use, but states that "…if we did better analysis of the customer's real mental model of the space and then designed these tools appropriately…companies could probably save quite a lot of money on salespeople and call centers and things like that."

Links:

  • An interview with Jakob Nielsen

Henrik Olsen - January 26, 2002

Permanent link Comments (0)


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