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by Michael Krypel
Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design
Title Page
Copyright Page
Dedication Page
Acknowledgments
Contents at a Glance
Contents
Introduction
The Age of Optimization
How This Book Is Structured
Part 1: Creating Engaging Customer Experiences
Chapter 1. The Art and Science of Business
The Importance of Design to Business
Visual Business Cases
Building an Optimization Organization
Up Next
References
Chapter 2. Using Data to Inform Design
The Traditional Design Process
Reexamining the Design Process
Online Design Is Not Fine Art
Advice from Business Leaders
Up Next
References
Part 2: The Iterative Optimization Methodology
Chapter 3. Methodology Overview
Step by Step
The Optimization Roadmap
The Optimization Plan
Optimization Launch
Optimization Results
Case Study: PetCareRx
Up Next
Chapter 4. Qualitative Research
Benefits of Qualitative Research
User Experience Reviews
Observational Customer Research
Other Research Methods
Case Study: Comcast
Take a Step Back
Up Next
References
Chapter 5. Quantitative Research and Optimization Roadmap
Benefits of Quantitative Studies
Analytics in Action: A Case Study
Action Plan: Roadmap Assembly
Up Next
References
Chapter 6. Optimization in Action
Optimization Plan
Test Methodology
Success Metrics and Segments
Wireframes
Design Comps
Optimization Launch
Optimization Results
Communication
Up Next
References
Part 3: Visual Business Cases
Adobe
Ally Bank
American Express®
Caesars Entertainment
Comcast
Dell
Dollar Thrifty Automotive Group
Electronic Arts
Facebook
Foursquare
Google
Hightail
IBM
LinkedIn
Marriott International
Obama for America
PetCareRx
Saks Fifth Avenue
T-Mobile
The Washington Post
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