Designing the Digital Experience How to Use Experience Design Tools & Techniques to Build Web Sites Customers Love

by King, David Lee

• ISBN13: 9780910965835
• ISBN10: 0910965838
• Format: Paperback
• Copyright: 2008-10-01
• Publisher: CyberAge Books

Summary

Written for creative, tech-savvy, and business-minded individuals who want to increase the accessibility of their websites, this sensible guidebook explains the concepts behind designing experiences on the internet. From helping customers quickly find information and make their purchases to clearly communicating needs and interests, this resource will not only develop consumer loyalty but will encourage them to spread the word about the sites they frequent. Focusing on the three key areas of structure, community, and customers, designers will enable clients to focus on their own goals rather than on difficulties in navigating. Also included are tips on how to generate conversations with blogs, wikis, and podcasting to create a personal touch.

Author Biography

David Lee King is the digital branch and services manager at the Topeka and Shawnee County Public Library. He is the coauthor of the “Internet Spotlight” column in Public Libraries Magazine and was named a "Mover and Shaker" by Library Journal. He lives in Topeka, Kansas.

Table of Contents

Acknowledgments	p. vii
About the Web Page	p. ix
Foreword	p. xi
Introduction	p. xv
Welcome to the Experience Economy	p. 1
Silver Dollar City	p. 2
Buying an Apple	p. 3
What Is Experience?	p. 4
Digital Experience	p. 6
What Experience Does for Customers	p. 6
Ultimate Goal	p. 8
Structural Focus
What Is Structural Focus?	p. 11
Planning Before Building	p. 12
Choosing the Building Material	p. 12
The Infrastructure	p. 13
The Experience	p. 14
The Icing on the Cake	p. 15
Structure Is Experience	p. 16
Elements of Digital Experience Design	p. 19
Jesse James Garrett's Elements of User Experience	p. 20
David Armano's Experience Map	p. 26
37signals' Getting Real	p. 29
Information Architecture and Usability: Experience-Focused Design	p. 37
Experience Elements of Information Architecture	p. 38
Usability and Experience Design	p. 44
Information Architecture, Usability, and Experience	p. 46
Community Focus
What Is Community Focus?	p. 51
Example from a Public Library	p. 52
Digital Interaction	p. 53
Tagging Starts Conversation	p. 55
Mashing Up Digital Conversations	p. 56
Amazon.com's Community-Focused Experience	p. 57
Participation	p. 59
Twitter and Community	p. 62
Digital Experience	p. 63
Emerging Tools for the Digital Community	p. 67
Blogs	p. 70
Wikis	p. 72
Flickr	p. 72
Videocasting	p. 73
Community Building Through Invitation	p. 77
Invitation and Participation in Digital Spaces	p. 78
Invitations in Blogs	p. 81
Invitations in Wikis	p. 84
Invitations in Social Networking Tools	p. 85
Asking via Focus Groups, Surveys, and Analytics	p. 87
Community Building Through Social Networking	p. 91
Experience and Community	p. 92
Flickr	p. 94
MySpace	p. 95
YouTube	p. 97
Facebook	p. 98
Twitter	p. 99
What Next?	p. 101
Customer Focus
What Is Customer Focus?	p. 107
Customer-Focused Experience	p. 110
Digital Customer Experience	p. 113
Staging and Theming Digital Experiences	p. 117
Home Depot	p. 118
Build-A-Bear Workshop	p. 119
Webkinz	p. 121
PBS Kids	p. 123
Starbucks	p. 123
Commonalities	p. 124
Customer Journey Mapping and Personas	p. 129
Customer Journey Mapping	p. 129
Personas	p. 138
Customer Focus Ideas	p. 145
Improving the Ordinary	p. 145
Updating Dinosaurs	p. 149
Merit Badging	p. 151
The Next Step	p. 155
Work on Those Websites	p. 157
Create Some Experience Stages	p. 157
Work on Conversation	p. 158
Work on Organizational Change	p. 159
Resources and Recommended Reading	p. 161
Glossary	p. 165
About the Author	p. 171
Index	p. 173
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