E-Commerce Usability

Only available on StudyMode
  • Topic: Usability, Web design, Design
  • Pages : 96 (21175 words )
  • Download(s) : 36
  • Published : March 23, 2013
Open Document
Text Preview
E-commerce Usability

Essential readings from Taylor & Francis:

Designing Usable Electronic Text
Andrew Dillon, University of Texas, USA
ISBN 0–7484–0112–1 (hb)
ISBN 0–7484–0113–X (pb)
Inclusive Design Guidelines for Human–Computer Interaction Edited by Colette Nicolle, HUSAT, UK and Julio Abascal, University of the Basque Country, Spain
ISBN 0–7484–0948–3 (hb)
User Interface Design for Electronic Appliances
Edited by Konrad Baumann, Philips Consumer Communications, Vienna, Austria and Bruce Thomas, Philips Design, Vienna, Austria
ISBN 0–415–24335–1 (hb)
Information and ordering details
For price availability and ordering visit our website
www.ergonomicsarena.com
Alternatively our books are available from all good bookshops

E-commerce Usability
Tools and techniques to perfect
the on-line experience

David Travis

First published 2003
by Taylor & Francis
11 New Fetter Lane, London EC4P 4EE
Simultaneously published in the USA and Canada
by Taylor & Francis
29 West 35th Street, New York, NY 10001
Taylor & Francis is an imprint of the Taylor & Francis Group This edition published in the Taylor & Francis e-Library, 2004. © 2003 Taylor & Francis
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Every effort has been made to ensure that the advice and
information in this book is true and accurate at the time of going to press. However, neither the publisher nor the authors can accept any legal responsibility or liability for any errors or omissions that may be made. In the case of drug administration, or any medical

procedure or the use of technical equipment mentioned in this book, you are strongly advised to consult the manufacturers guidelines. British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data
A catalog record for this book has been requested
ISBN 0-203-24591-1 Master e-book ISBN

ISBN 0-203-22721-2 (Adobe eReader Format)
ISBN 0–415–25834–0 (Print Edition)

For Joshua, Bethany, Sam
and Gret

Contents

vii

Contents

List of figures
List of tables
Preface
Acknowledgements

ix
xi
xii
xv

1 Introduction

1

2 Is your site customer centred?

8

PART I

Analyse the opportunity

13

3 Identify the stakeholders

15

4 Write the site mandate

21

5 Segment the market

28

PART II

Build the context of use

35

6 Build customer profiles

37

7 Build environment profiles

55

8 Build task profiles

61

PART III

Create the user experience
9 Agree key performance indicators
10 Develop the information architecture

71
73
86

viii Contents
11 Lay out the screens
12 Evaluate usability

98
118

PART IV

Track real-world usage and continuously improve the site

153

13 Track real-world usage and continuously improve the site

155

14 What now?

163

Appendices

165

Index

176

List of figures ix

List of figures

2.1
3.1
5.1
6.1
6.2
8.1
8.2
9.1
9.2
9.3
9.4
9.5
9.6
10.1
10.2
10.3
10.4
10.5
10.6
11.1
11.2
11.3
11.4
11.5
11.6
11.7
11.8
11.9

Score templates
Example of assigning priority – ‘CEO’
The technology adoption lifecycle (after Moore)
How a logfile is constructed
Three example personas
Web site tasks – value to customers v. ease of implementation A method of assigning the priority to a task based on
frequency and importance
Key performance indicator: high-level objective for an
on-line bank
Key performance indicator: context of use for an on-line bank Question response options
Key performance indicator: measurement technique for an
on-line bank
Overall task...
tracking img