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  You are browsing Business and Strategy in GUUUI postings. 20 postings was found.  

1

Business and Strategy

How to harvest offline customers using the internet

Since many customers research online and buy offline, there's big money in using the internet to harvest leads for offline sales. According to Bryan Eisenberg, retail sites should account for the different needs that customers have in the buying decision cycle to qualify, persuade, and eventually turn them into offline buyers.

Links:

  • The article Optimize Your Site for Lead Generation

Henrik Olsen - October 23, 2004

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2

Business and Strategy

Customers research online and buy offline

According to a survey, 65% of online US consumers come in to a retailer already knowing exactly what they want because they've done their product research online. The phenomenon, called cross-channel shopping, shows how important online merchandising is.

Additional findings from the survey:
- 51% of cross-channel customers are active shoppers who made at least one purchase in the past three months
- Cross-channel shoppers are comprised of wealthier, younger and more experienced online customers
- When cross-channel shoppers go to the offline retail, 47% end up spending more for additional products ($154 in average)
- 48% noted that the reason for buying offline is that they want to see the item before purchasing it
- 16% noted that the reason for buying offline was the need to talk with a salesperson before buying

The survey is based on 8,000 online customers and was conducted in 2004.

Links:

  • The article Majority of US Consumers Research Online, Buy Offline

Henrik Olsen - October 18, 2004

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3

Business and Strategy

Design pays off big time

Evidence for the link between shareholder return and investment in design has been scarce and anecdotal. An analysis of the British stock market has shown that companies that invest effectively in design, have outperformed the rest of the stock marked by 200%.

Links:

  • The article The Impact of Design on Stock Market Performance

Henrik Olsen - May 04, 2004

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4

Business and Strategy

TaskZ.com - Executive Resource for User-Centered Design (UCD)

The site is designed for corporate executives interested in developing an understanding of how user-centered development methods can improve the effectiveness of technology-based products and services. User-Centered Design in an Executive-Centered way.

The 4 main section are:
- UCD Executive Primer
- UCD Feature Articles
- UCD Design Data
- UCD Viewpointz

Links:

  • TaskZ Home Page (Executive Primer, Articles, Viewpointz)
  • TaskZ Design Data

Pieter-Jan Pruuost - March 17, 2004

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5

Business and Strategy

20 Tips to Minimize Shopping Cart Abandonment

Bryan Eisenberg from clickz.com lists 20 different ways to reduce shopping cart abandonment.

Here's a few of his guidelines:
- Include a progress indicator on each checkout page
- Provide a link back to the product
- Add pictures inside the basket
- Provide shipping costs early in the process
- Make editing the shopping cart easy
- Provide meaningful error messages and don't blame the customer
- Make the checkout process easy for new visitors

"Some of these tips will result in dramatic improvements, others may not do much at all. Test each one that's appropriate. Improve conversion rate one step at a time."

Links:

  • Part 1 of 20 Tips to Minimize Shopping Cart Abandonment
  • Part 2 of 20 Tips to Minimize Shopping Cart Abandonment

Henrik Olsen - August 24, 2003

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6

Business and Strategy

Critique of Nielsen/Normann Group's report Usability Return on Investment

Peter Merholtz and Scott Hirsch take a closer look at Nielsen/Normann Group's report Usability Return on Investment. Though a number of the cases in the report are solid and the report provides some valuable usability metrics, Merholtz and Hirsch states that the methodologies used are so fundamentally flawed that "…any financial analyst worth her salt would immediately question its findings".

"…the report hints at linkages between usability metrics and financial returns without providing any real detailed analysis of how this was done in the individual cases or offering any guidelines for addressing, this challenge at your business".

Combining learnings from Nielsen/Normann report, Aaron Marcus' report Return on Investment for Usable User-Interface Design, and their own experience, Merholtz and Hirsch suggest how to better ascribe financial results to user experience design.

Links:

Henrik Olsen - August 03, 2003

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7

Business and Strategy

Convincing clients to pay for usability

Jakob Nielsen on how to convince clients to pay for usability: "Consider software programming as an analogy: If you hired developers to code a piece of custom software and they claimed that there was no reason to debug the code, you would think they were crazy." "Modern user interfaces are just as complex as software in terms of the number of different variables we combine. More importantly, 20 years of usability engineering experience have shown that it's impossible to design the perfect user interface on the first try." "One answer to the question of how to get clients to pay for usability is to include it in the overall price rather than charge extra." "Ultimately, the real answer to getting clients to pay for user testing and other user-centered design methods is to point out usability's astounding return on investment."

Links:

  • The article Convincing Clients to Pay for Usability

Henrik Olsen - May 19, 2003

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8

Business and Strategy

Making Web Advertisements Work

Jacob Nielsen and Don Norman support one of UIE's findings: Users are not willing to be seduced before they have accomplished their initial goal with their visit to a site. "Web users are highly goal-driven, and ads that interfere with their goals will be ignored." "Reach users when they're interested and have the time -- don't bother them when they're least likely to attend. Unfortunately, most current Web advertising approaches are aimed at taking what doesn't work and making it ever bigger and more annoying, continuously fighting user behavior. Moving in the wrong direction at a faster pace is not a very insightful strategy."

Links:

Henrik Olsen - May 05, 2003

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9

Business and Strategy

Supporting customers' decision-making process

The Q2 2003 issue of GUUUI is about how people buy. Research shows that many commerce sites fail in supporting customers' decision-making process, by not taking their information needs into consideration. The article takes a look at how we can tackle this problem.

Links:

Henrik Olsen - April 01, 2003

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10

Business and Strategy

A User-Centred Approach to Selling Information Architecture

According to Jeff Lash, people selling information architecture should focus on how to solve clients’ problems instead of showing all of the dozens of techniques that are possible. "…people want things that will lead to increased revenue or decreased cost. Having a Web site, and having information architecture involved in that Web site, is just a means to an end." "…find out what their goals are, see what needs to be done to reach those goals, and then determine what IA techniques can help them reach those goals."

Links:

  • The article A User-Centred Approach to Selling Information Architecture

Henrik Olsen - February 26, 2003

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