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e-Commerce Usability: Tools and Techniques to Perfect the On-line Experience
 
 
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e-Commerce Usability: Tools and Techniques to Perfect the On-line Experience (Paperback)

by David Travis (Author) "When designing an e-commerce site, it is tempting to ignore the customers of the site (who can sometimes be hard to define) and focus instead..." (more)
5.0 out of 5 stars See all reviews (5 customer reviews)
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Product details

  • Paperback: 128 pages
  • Publisher: CRC Press; 1 edition (23 Dec 2002)
  • Language English
  • ISBN-10: 0415258340
  • ISBN-13: 978-0415258340
  • Product Dimensions: 23 x 15.6 x 1.2 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (5 customer reviews)
  • Amazon.co.uk Sales Rank: 479,294 in Books (See Bestsellers in Books)

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Product Description

Ben Shneiderman, author 'Designing the User Interface'
Dr Travis knows the web usability territory well, and he lays out a clear map for newcomers to follow.

Review
'Dr Travis knows the web usability territory well, and he lays out a clear map for newcomers to follow.' - Professor Ben Sheridan, author of Designing the User Interface

'The customer centred design methods described in this book help teams to better deliver to customer value consistently, learning as they go and leveraging from their previous successes. Dr Travis has been instrumental in building these capabilities in several development teams with HP.' - Debbie Mrazek, Customer Experience Planning Program Manager, Hewlett-Packard.

'Dr Travis has written this book to give you the usability tools that you need to succeed. Learn how to target customers, gather usability data, and continuously improve your site once it has been launched. Read this book to avoid e-commerce failures. Read this book to survive. Read this book to win.' - John Rhodes, Founder and President of WebWord.com

`...these are tools and techniques that the entire design team can use, not just for those weird usability people' - Keith Instone, Founder usableweb.com

See all Product Description
Inside This Book (Learn More)
First Sentence
When designing an e-commerce site, it is tempting to ignore the customers of the site (who can sometimes be hard to define) and focus instead on the functionality (which is usually well specified). Read the first page
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6 of 6 people found the following review helpful:
5.0 out of 5 stars Robust step-by-step process to web usability and task focus, 18 Aug 2006
By Peter Leerskov "The Strategist, www.lace.dk" (Denmark) - See all my reviews
(TOP 1000 REVIEWER)    (REAL NAME)   
There are 100s of books aimed at people who design web sites. Books that tell you how to write HTML. Books that show you how to design 3D buttons. Books on programming in Perl, Java, etc.

This book takes a completely different approach: it assumes that the people who use web sites just want an easy life. This requires simplicity - not complexity. So, this book on web site development hardly mentions technology. Instead, it focuses on the customers of the technology: it explains how to design e-commerce sites that ordinary people can use (not just yourself, your boss or client!).

The book has now been on the market for three years, but never received the same attention as for instance the usability books from Jakob Nielsen or Steve Krug.

But if you would like a more structured approach then this book is a good pick. His approach is to design a clear roadmap for the web site design or re-design process with lots and lots of forms and checklists that we can put into use Monday morning.

CUSTOMER-CENTRED DESIGN PROCESS
David Travis is a British usability expert with a background from designing Industry Standards. He has designed a customer-centred design process that has four steps. I will outline these steps below:

Step 1: ANALYZE THE OPPORTUNITY
- Identify the stakeholders (who are they? what are their motivations? prioritise the list!)
- Write the site mandate (why it exists? which objectives?)
- Segment the market (e.g. by using Moore's technology adoption lifecyle)

Step 2: BUILD THE CONTEXT OF USE
- Build customer profiles (demographics, web site behavior, needs, and then you design personas)
- Build environment profiles (physical, socio-cultural, and technical)
- Build task profiles (prioritise task portfolio: value to customers vs. ease of implementation)

Step 3: CREATE THE USER EXPERIENCE (an iterative process)
- Develop key performance indicators for the site
- Develop information architecture (the high-level, conceptual model)
- Lay out the screens (the detailed design)
- Evaluate usability (using experts and representative customers)

Step 4: TRACK REAL-WORLD USAGE AND CONTINUOUSLY IMPROVE THE SITE.
The job is done - isn't it? To paraphrase Chuchill: this is not the end. It is not even the beginning of the end. This is the end of the beginning. You will need to change and update the web site as your customers change, if you want a successful web site. These key measures will keep your finger on the pulse of your site: Conversion rate, usage rate by registered customers, fulfilment performance and customer retention. Note that the two last ones are "beyond-the-interface" metrics.
So regularly you need to go back to step 2 or even step 1 again and improve wherever you can. As Einstein said: "The questions remain the same, but the answers differ" as we evolve.

Each of these bullets is devoted a chapter with tools and techniques, so the process is well documented. The author has refined his customer-centred design process through a lot of work with customers, such as HP, Motorola, Financial Times, and Thomas Cook).

Based on his experience, the author suggests three components of a web site's usability.

SCREEN DESIGN:
Although, most web site professionals nowadays accept usability as key to success, then many have a very narrow view of it. According to the author, many think it's only about screen design: choosing the correct fonts, colours, and icons. But in reality, usability is a process. It is not something that can be stapled on at the end of development. It's like putting lipstick on a bulldog ... Optimising screen design is perhaps only 15% of a web site's usability performance.

CONSISTENCY:
Screen design is just one of 3 important components. Consistency is the second key feature and it may account for about 25% of a web site's usability, says David Travis. We can all point to annoying inconsistencies in (or between) much of the software we use. The same goes for web sites.

TASK FOCUS:
The third component of usability, the remaining 60 %, is accounted for by task focus. You know a web site has task focus when you get a feeling that the person who designed the site knew exactly what you wanted to do. The site works the way you expect. There is no need to go searching through menus or dialogue boxes. The main things you want to do are there in front of you - easy to find and simple to carry out. It's intuitive, just like the best computer games, where very quickly the "interface" disappears and you are instead absorbed by the universe of the game - the task.

Of the three components of usability, task focus is the most complicated. Rules for good visual screen design are plentiful. Consistency is a matter of discipline and testing against relevant guides. But achieving task focus is much more complicated - it requires a process, and it is what this book attempts to do (cf. the four step process above).

If you are a structured person, you will love this book. Most usability books consist of many valuable guidelines and hints but are often rather unstructured in their process. This book offers a roadmap to success with the step-by-step approach.

If you are interested in e-commerce usability, then I also recommend you take a look at these books (less structured, but with a lot of useful guidelines):
- Jakob Nielsen: Prioritizing Web Usability (2006)
- Eisenberg: Call to Action: Secret Formulas to Improve Online Results (2005)
- Steve Krug: Don't make me think - A Common Sense Approach to Web Usability (2005)

PS. The book contains about 200 pages.

Peter Leerskov,
MSc in International Business (Marketing & Management) and Graduate Diploma in E-business
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2 of 2 people found the following review helpful:
5.0 out of 5 stars A Practical Way to Make Sure Sites are Useable and Useful, 5 Feb 2008
By J. Stern (Washington, D.C.) - See all my reviews
What makes David Travis' book so good is that it describes how to make sure websites are actually useable and useful and it does this in a very usable way. He provides clear explanations of why you should worry about whether people can actually use a site and then describes how to do figure out if people are indeed doing so (and if they are using the site, whether they are using it happily or tearing their hair out). The many practical checklists push the reader to think more deeply about identifying the stakeholders to the site (the company, the company's users, shareholders, site designers, competitors, etc.) what the stakeholders want out of the site, and how to figure out the extent to which the site meets those interests. Travis' book is the Getting to YES of the usability field. An excellent resource that should be referred to again and again.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars A clear, well-focused guide, 13 Jun 2003
By Mr. K. J. Duignan "specialK" (Croydon, Surrey, England) - See all my reviews
(REAL NAME)   
This book was very useful to me. It helped me to define needs and interests of people I want to use my site, work out how they see their needs and interests and trim my messages accordingly. It dramatises user-friendliness.
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5.0 out of 5 stars Excellent and friendly guide to business communications
This book surprised me. It achieved - no, it enabled me to achieve what I have often found very difficult: discover down-to-earth ways of communicating complex understanding about... Read more
Published on 29 May 2003 by Mr. K. J. Duignan

5.0 out of 5 stars Guidebook of usability processes from experienced designer
Guiding the reader through the non-linear process of designing a user interface (website, machine, etc) David Travis produced a complete yet easy to read book. Read more
Published on 17 Feb 2003 by acrib

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