In an age that is exploding with information, it has never been more important to identify what truly matters. This is particularly the case when managing a large public website or intranet. Similarly, at a time when the power of the individual is expanding, it has never been more important to understand your customers - never more so than on the Web, where people are highly impatient and demanding. The customer is a stranger in that he or she is always 'on the outside', particularly so in an online environment. The number one problem for Web teams is that they work in a medium where it is very difficult to develop a true understanding of and empathy for their customers. This is just as much the case on intranets, where Web teams rarely see typical employees at work. Every website has a 'long neck' - in other words, a small set of tasks that are very important to its customers. If you don't make these tasks easy and fast to complete, your customers will go elsewhere. This book will show you how to tune in effectively to what your customers want - and then deliver it with aplomb.
The Stranger's Long Neck
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'Our work with Gerry increased understanding across our team... The result is a significant improvement (+20%) in our customers' ability to find what they need in Pinpoint.' Peter Horsman, Global Site Management Lead for Microsoft Pinpoint 'Gerry's customer-centric approach to website development has helped us reshape and dramatically improve Cisco's Partner Central.' Luanne Tierney, Vice President, Worldwide Partner Marketing, Cisco 'We have used Gerry's real customer-centric approach to improve the ability of our employees to solve frequently performed tasks - in one area more than a 50% improvement was achieved.' Gabriel Olsson, e-Communications Director, Tetra Pak
About the Author
Gerry McGovern is the author of several influential books, including Killer Web Content (A & C Black, 2006). He is a sought-after speaker at international conferences on Web content management and has worked with many leading organisations, such as Microsoft, Hewlett-Packard and Aer Lingus.
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Most Helpful Customer Reviews
By Alec
Format:Paperback|Amazon Verified Purchase
A great source of information about web development to meet the needs of visitors. Particularly useful to be able to back up the information with the case studies.
By Rob Tarling
Format:Paperback
Quite simply ... if you work designing solutions for the web then buy this book and, more importantly, read it.
I've worked on the web for over 15 years, mainly websites, and read voraciously in that time about content, IA, UX, users, etc. etc. and yet this book blows away all the so-called expert advice, axioms and preconceived ideas that one gets handed about users, information architecture and content design in one fell swoop.
Basically, McGovern's "top tasks" methodology is a practical and evidence-based approach to web solution design that is both simple and straightforward to apply, and yet works beautifully for large-scale information-centric websites. In particular, I love the idea of "continuous improvement" vs "launch and leave", and here is the evidence to prove that the former wins out in a world dominated by the "quick fix".
And while the concept of data-driven design is something I have been toying with for a while. McGovern's ideas take us back to basics by showing us that we have still not solved the problem of ensuring "findability" on the web, and in an engaging way he gives us practical and content-centric ways to do just that.
Remember .... Buy it, read it.
I've worked on the web for over 15 years, mainly websites, and read voraciously in that time about content, IA, UX, users, etc. etc. and yet this book blows away all the so-called expert advice, axioms and preconceived ideas that one gets handed about users, information architecture and content design in one fell swoop.
Basically, McGovern's "top tasks" methodology is a practical and evidence-based approach to web solution design that is both simple and straightforward to apply, and yet works beautifully for large-scale information-centric websites. In particular, I love the idea of "continuous improvement" vs "launch and leave", and here is the evidence to prove that the former wins out in a world dominated by the "quick fix".
And while the concept of data-driven design is something I have been toying with for a while. McGovern's ideas take us back to basics by showing us that we have still not solved the problem of ensuring "findability" on the web, and in an engaging way he gives us practical and content-centric ways to do just that.
Remember .... Buy it, read it.
By GavTris
Format:Paperback
I would recommend this highly engaging and easily accessible book to anyone who is involved with running a website. Quite frankly, it is essential reading!
The main premise of this riveting read is that this is the age of the customer. The customer is king and if organisations and companies are going to be successful with their websites, they need to ensure that they focus on what their customer's want, in particular the top tasks - the main reasons why customers have come to your site in the first place.
Theories, though, are only any good if they actually work in practice and that is the real beauty of this book; Gerry reinforces the points he is making with several real-life scenarios and case studies where he has successfully put his ideas into practice, often with spectacular results leaving the reader in no doubt that what he says actually works.
Over the years, Gerry has successfully worked with some of the world's biggest organisations and companies, helping them to successfully turn their websites around and improve their performance, often beyond all recognition. However, you don't need to be involved with a huge multinational corporation to benefit from the theories, practical tips, insights and advice which this book is crammed full of from cover to cover.
Whether you are a web-based professional or run your own website for your own business, this book is jam-packed with customer-focussed ideas, strategies and insights that if put into practice really could be the difference between the success and failure of your website. Ignore it at your peril.
The main premise of this riveting read is that this is the age of the customer. The customer is king and if organisations and companies are going to be successful with their websites, they need to ensure that they focus on what their customer's want, in particular the top tasks - the main reasons why customers have come to your site in the first place.
Theories, though, are only any good if they actually work in practice and that is the real beauty of this book; Gerry reinforces the points he is making with several real-life scenarios and case studies where he has successfully put his ideas into practice, often with spectacular results leaving the reader in no doubt that what he says actually works.
Over the years, Gerry has successfully worked with some of the world's biggest organisations and companies, helping them to successfully turn their websites around and improve their performance, often beyond all recognition. However, you don't need to be involved with a huge multinational corporation to benefit from the theories, practical tips, insights and advice which this book is crammed full of from cover to cover.
Whether you are a web-based professional or run your own website for your own business, this book is jam-packed with customer-focussed ideas, strategies and insights that if put into practice really could be the difference between the success and failure of your website. Ignore it at your peril.
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Most Recent Customer Reviews
5.0 out of 5 stars
Great practical advice
I am a fan of Gerry's weekly emails. These are thought provoking and full of good ideas. It was because of my positive experience with these that I purchased this book. Read more
Published 21 months ago by Yossarian
5.0 out of 5 stars
Great book - Very informative
This is a great book if you work in customer insight, website design, digital marketing or if you simply run a website for your business. Read more
Published on 3 Mar 2011 by Anon
5.0 out of 5 stars
Identify and test what your customers really want online
Very readable, including the bits with hard data - real and extensive research presented with a lighthearted feel. Read more
Published on 23 Sep 2010 by Nina TW
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