E-Commerce Usability: Tools and Techniques to Perfect the On-Line Experience

198 Pages·2003·3.554 MB·\198

by  David Travis (Author)

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 ix
List of tables xi
Preface xii
Acknowledgements 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 71
9 Agree key performance indicators 73
10 Develop the information architecture 86
viii Contents
11 Lay out the screens 98
12 Evaluate usability 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 Score templates 11
3.1 Example of assigning priority – ‘CEO’ 18
5.1 The technology adoption lifecycle (after Moore) 31
6.1 How a logfile is constructed 40
6.2 Three example personas 52
8.1 Web site tasks – value to customers v. ease of implementation 63
8.2 A method of assigning the priority to a task based on
frequency and importance 64
9.1 Key performance indicator: high-level objective for an
on-line bank 74
9.2 Key performance indicator: context of use for an on-line bank 75
9.3 Question response options 81
9.4 Key performance indicator: measurement technique for an
on-line bank 82
9.5 Overall task completion score 83
9.6 Key performance indicator: performance values for an
on-line bank 83
10.1 Card sorting technique 89
10.2 Global navigation 91
10.3 Local navigation 91
10.4 Browse page based on a file manager type metaphor 95
10.5 Browse page based on a hierarchical ‘Yahoo!’ type metaphor 95
10.6 Browse page combining file manager and hierarchical
metaphors 95
11.1 Screen item selection flow chart 99
11.2 Radio buttons 101
11.3 Check boxes 101
11.4 Drop-down/pop-up list box 103
11.5 Single and multiple selection list boxes 104
11.6 Single line text box 105
11.7 Command buttons 109
11.8 Visual balance 113
11.9 Correct tabbing order 114