index [ptgmedia.pearsoncmg.com]ptgmedia.pearsoncmg.com › images › 020172149x › index ›...
TRANSCRIPT
733
INDEX
AABOUT US (E5), 340–346, 713–714ABOVE THE FOLD (I2), 508–511, 717–718
key product details and, 361–364Absolute table widths, 518–519Accelerators
defined, 669design principles and, 69
Access providers, Internet, 681Access to personal information, safe harbor
principles, 330Accessibility options
auditory disabilities, 220cognitive disabilities, 223designing for accessibility, 225internationalization/localization and, 312link names and, 576mobile Internet devices and, 223–224overview of, 218physical disabilities, 220related features for, 225–226types of disabilities and, 219visual disabilities, 220–222
ACCOUNT MANAGEMENT (H4), 477–481, 669Accounts, guest
applying and adding related features, 476overview of, 472–473
Accounts, new. See SIGN-IN/NEW ACCOUNT (H2)Acquisition costs, customers, 669Action buttons
Add to Cart action button, 364, 370example, 20–23Fitt’s Law and, 34forces to consider in use of, 21–22
graphical, 21, 559–560high-visibility, 562–564HTML, 21, 560types of, 21value to customers, 20
ACTION BUTTONS (K4), 29, 558–561, 720. See alsoAction buttons
Active Server Page (ASP), 670Address selection, 377–383
applying and adding related features, 383field validation, 381new addresses form, 378–381overview of, 377–378shipping to multiple addresses, 444storing addresses, 378
Addresses, shipping to multiple, 442–446Administration pages, content modules and, 255Administrative backend, message boards, 281Adobe Illustrator, 669Advanced E-Commerce (G)
CROSS-SELLING AND UP-SELLING (G2), 417–423FEATURED PRODUCTS (G1), 410–416GIFT GIVING (G6), 447–452MULTIPLE DESTINATIONS (G5), 442–446ORDER TRACKING AND HISTORY (G7), 453–459PERSONALIZED RECOMMENDATIONS (G3), 425–432RECOMMENDATION COMMUNITY (G4), 433–441resources for, 715
Aesthetics, design principles, 69Affinity diagramming
brainstorming and, 75defined, 669information organization, 51–52
Affordance, 669
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 733
734 Index
Alertsdefined, 669inverse-pyramid writing style and, 325subscribing to, 323
Alexander, Christopher, 19–20, xxviiAlpha versions, Web sites, 669ALPHABETICAL ORGANIZATION (B5), 203–205,
705–706. See also Organization, alphabeticalALT attribute, images and, 222, 610Amazon.com
address selection and, 444checkout, addressing deal breakers, 354checkout, cross-selling and up-selling,
422–423checkout process, 352e-commerce features, 111editorial voice, 415feedback about buyers and sellers, 439focused advertisements, 324gift recommendations, 451intention and impulse, use of, 184layout consistency, 215–216misspellings, compensating for, 540order histories and modifications, 458order summary, 395, 445payment methods and, 393policies and review guidelines, 437–438recommendations, based on customer
purchases, 427recommendations, community, 433recommendations, personalized, 425return policies, 405–407search features, 530, 539shipping methods, 385shopping chart, 369tab row indicator line on, 556templates, global and individual, 247
Anchor textdefined, 669search engines and, 285
Anonymitycommunity conferences and, 128–130message boards and, 275
Antialiasing, 670Apache Web servers, 670API (application programming interface), 670Applet files, removing unnecessary, 603Application service providers (ASPs), 670
Archives, community conferences, 130–131Art and entertainment sites
applying and adding related features, 170function of, 167–168online exhibits, 168–169overview of, 166setting and breaking expectations, 168–169
ASP (Active Server Page), 670ASPs (application service providers), 670Asynchronous communication, 126–127, 670Audience
addressing needs of, 153Web-based news and, 121
Audio files, removing unnecessary, 603Auditory disabilities, accessibility options, 220Authentication
defined, 670vs. identification, 486
Automatic pop-up windows, 489, 668Automating, personalized content, 269
Bb2b, 670b2c, 670b2e, 670BabyCenter, tab rows on, 554Back button, process funnel and, 464Back-end costs
defined, 670reducing, 13
BackupsMaintenance phase, 105periodic backups, 685
Bandwidth, 671Banner ads, 671Barnes & Noble.com, search selector, 531Basic E-Commerce (F)
CLEAN PRODUCT DETAILS (F2), 359–368EASY RETURNS (F9), 404–408ORDER CONFIRMATION AND THANK-YOU (F8),
400–403ORDER SUMMARY (F7), 395–399PAYMENT METHOD (F6), 389–394QUICK ADDRESS SELECTION (F4), 377–383QUICK-FLOW CHECKOUT (F1), 352–358QUICK SHIPPING METHOD SELECTION (F5),
384–388
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 734
Index 735
resources for, 714–715SHOPPING CHART (F3), 369–376
Beliefnetconferences available through, 125sidebar use on, 525
Beta versions, Web sites, 671Between-groups experiments
defined, 671usability tests and, 632
Biases, online research, 649Billing information form, 390–392Bits per second (bps), 671BizRate.com, product recommendations, 413Blindness, accessibility options, 220–222Blue text, using for Web links only, 582Blurbs. See Headlines and blurbsBolded text, first reads and, 513Bookmarks, 671Boolean searches, 535, 671Bottom-line data
analyzing, 640–641defined, 671not using paper prototypes for, 634–635online prototypes and, 635–636online testing and, 84usability testing and, 628
Brainstorming, 239Brand identity, 229, 671. See also Site brandingBrand space, balancing with navigation space,
230–232Bread crumbs, 565–567
applying and adding related features, 567defined, 671linking visitors to where they have been, 566overview of, 565–566showing relationships between categories,
566titles and, 305
Brick-and-mortar companies, 671Broadband connections, 672Brochureware, 672BROWSABLE CONTENT (B2), 189–192, 705–706.
See also Content, browsableBrowse navigation style, 185, 187Browsers. See Web browsersBug reports
defined, 672Maintenance phase and, 105
Building Trust and Credibility (E)ABOUT US (E5), 340–346E-MAIL SUBSCRIPTIONS (E2), 323–327FAIR INFORMATION PRACTICES (E3), 328–333PRIVACY POLICY (E4), 334–339resources for, 712–714SECURE CONNECTIONS (E6), 347–350SITE BRANDING (E1), 317–321
Bulleted lists, benefits of/guidelines for,295–296
Bureaucracy, government services and, 136–138Business analysis document, Discovery phase,
93–94, 672Business clients, value of this book to,
xxxii–xxxiiiBusiness managers, value of this book to, xxxiiBusiness plan, 94, 672Buy.com
account management page, 477cross-selling and up-selling, 374, 402, 419easy returns, 404shipping methods, 387
CCable modem, 672Cache
defined, 672images and, 622
Calendars, chronologically ordered items and,207
California, self-service applications, 137CancerNet, keyword use, 285Card sorting
defined, 672hierarchical organization and, 194information organization and, 52–54, 587
Carnegie Mellon University, customeridentification, 161
Categories, hierarchicalcreating, 194descriptive and distinctive names, 194–195limiting subcategories, 195–196personalized content, 268
Category description, 195, 588, 672Category identification, 195, 588, 672CATEGORY PAGES (B8), 214–217, 705–706. See also
Organization, category-based
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 735
736 Index
CBS MarketWatchembedded links, 296linking related information, 120
CDNOWaccount information, collecting on single page,
479featured products, 410secure connections, 348–349shopping cart, viewing items in, 375task-based organization, 480wish list, 373
Centralized/decentralized localizationmanagement, 310
Certification authorities, 101, 672CGI (Common Gateway Interface), 673Checkout
cross-selling and up-selling, 422–423problem example, 26–29proceeding to, 370
Checkout, quick-flow, 352–358applying and related features, 357–358building trust, 355eliminating distractions and deal breakers,
353example using, 26–27four-step approach, 356–357order recap, 355overview of, 352–353
Children, privacy policies, 335–336Children’s Online Privacy Protection Act
(COPPA), 335Choice
FAIR INFORMATION PRACTICES (E3), 326safe harbor principles, 330
CHRONOLOGICAL ORGANIZATION (B6), 206–208,705–706. See also Organization, chrono-logical
order history and, 454CLEAN PRODUCT DETAILS (F2), 359–368, 714–715.
See also Product detailsCLEAR FIRST READS (I3), 512–516, 718. See also
First readsClick-and-mortar companies, 672Click-stream recording, 654Click-through, 673Clickstreams
defined, 673online research and, 660
Client-server architecture, 673Clients, 673, xxxiCNET News.com
descriptive links, 576fixed width screen size, 521font size, 583HTML titles, 306
CNN.comarchived as well as current news, 118headlines and, 294HTML titles, 306multimedia approach, 122sidebars, placing related content in, 527
Code, internationalization/localization and, 309
Cognitive disabilities, accessibility options, 223Colors
design decisions and, 34–35download speeds and, 607first reads and, 513hypertext links and, 582, 584
Commerce, combining with content and com-munity. See Unified browsing hierarchy
Common Gateway Interface (CGI), 673Communication networks, educational sites,
160Community, combining with content and com-
merce. See Unified browsing hierarchyCommunity conferences. See also Recommenda-
tion communityanonymity vs. known identity, 128–130applying and adding related features,
133–134archiving parameters, 130–131defined, 673FAQs and, 496–497features of, 126growth and sustainability, 132–133message boards and, 125moderated vs. unmoderated, 128synchronous vs. asynchronous communi-
cation, 126–127trust and sociability and, 132usage policies, 126
COMMUNITY CONFERENCES (A3), 39, 125–133, 702
Community relations, about us page and, 344Company-centered design, 10, 673
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 736
Index 737
Company sitesadding features to, 158balancing brand space with navigation space,
154–157creating successful, 158needs addressed by, 153organizing for customer convenience, 157overview of, 152using homepage to establish identity, 228
Competitive analysis, 94, 673Complex sentences, inverse-pyramid writing
style and, 293Compression, 607, 608–609, 673Computer-based design tools
avoiding in early stages, 77–78switching to, 78–79
Connections, security, 347–350applying and adding related features, 350overview of, 347–349
Consent form, Web site evaluation plan, 647–648Consistency, design principles, 68, 181CONSISTENT SIDEBARS OF RELATED CONTENT (I6),
525–528, 718. See also sidebarsContact information, about us page, 342–343Content
adding new, 181grabbing interest with, 230personalizing on homepages, 230removing unnecessary, 463sidebars for locating related, 526
Content, browsable, 189–192applying and adding related features, 192content overloads and, 191links and navigation aids, 191organizational schemes and, 190overview of, 189–190structuring based on customers, 190
Content, combining with community, and com-merce. See Unified browsing hierarchy
Content database, 253, 259Content management, 243–313
content matching schemes, 270–271content modules, 251–256headlines and blurbs, 257–262HTML titles, 302–307internationalized/local content, 308–313inverse-pyramid writing style and, 291–297message boards, 274–282
page templates, 244–250personalizing content, 263–273printable pages, 298–301search engines, writing for, 283–290
Content modulesadministration page, creating, 255applying and adding related features, 256headlines and blurbs, adding, 259–261news updates, facilitating, 119organizing content, 253overview of, 251–252positioning content, 252–253vs. page templates, 246
CONTENT MODULES (D2), 251–256, 708Content, personalized
automating, 269background information, 268categorizing content and, 267content matching schemes, 270–271mapping content to each visitor, 269minimizing up front requirements, 264–265overview of, 263–264predefining content locations, 271scoring system, 269–270targeting relevant content, 263tracking customer visits and history, 271visitor participation in, 265–267
Content, writing and managing. See Writing andManaging Content (D)
Context-sensitive help, 499–502applying and adding related features, 502overview of, 499–500placement of, 500pop-up window for, 491, 501Web applications and, 175
CONTEXT-SENSITIVE HELP (H8), 499–502, 716–717Contextual Design (Beyer and Holtzblatt), 4Convenience
customers appreciation of, 112–114organizing Web sites for, 157
Conventionsused in this book, xxxiv–xxxvfor Web design, xxviii
Conversion rate, 673Cookiecentral.com, 482Cookies
customer sessions and, 483defined, 673
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 737
738 Index
implementing persistent sessions, 482tracking visits and history, 271
Cooking.com, product details, 367COPPA (Children’s Online Privacy Protection
Act), 335Cost per thousand impressions (CPM), 674Costs
avoiding sticker shock, 114good design and, 13shipping and handling, 385–386
Counterproductive strategies, 288–289CPM (cost per thousand impressions), 674Craigslist
about us page, 342images, not using, 617message board topics and organization, 274rules for posting to, 127
Crawlers. See Web crawlersCreating a Navigation Framework (B)
ALPHABETICAL ORGANIZATION (B5), 203–205BROWSABLE CONTENT (B2), 189–192CATEGORY PAGES (B8), 214–217CHRONOLOGICAL ORGANIZATION (B6), 206–208HIERARCHICAL ORGANIZATION (B3), 193–197MULTIPLE WAYS TO NAVIGATE (B1), 184–188POPULARITY-BASED ORGANIZATION (B7), 209–213resources for, 705–706SITE ACCESSIBILITY (B9), 218–226TASK-BASED ORGANIZATION (B4), 198–202
Creating a Powerful Homepage (C), 227–241,707–708. See also Homepages
HOMEPAGE PORTAL (C1), 228–235UP-FRONT VALUE PROPOSITION (C2), 236–241
Credibility. See Trust and credibilityCredit cards
security concerns, 390storing information, 392–393
Credits, Web sites, 344Critical incidents
defined, 674design evaluation and, 83usability testing and, 628
CRM (customer relationship management), 674
Cropping images, 607–608, 674Cross-browser compatibility, Web applications,
173
Cross-platform compatibility, Web applications,173
Cross-selling and up-selling, 417–423applying and adding related features,
423–423checkout, selling related products during,
422–423cross-selling, defined, 674e-commerce and, 117editorializing about related products, 421minimizing space devoted to related products,
420overview of, 417–418related products, overview of, 418–420related products, quick purchase option,
421–422shopping chart and, 373–374up-selling, defined, 692
CROSS-SELLING AND UP-SELLING (G2), 417–423, 715Cross-tabulation
data analysis and, 661–662defined, 674
Currenciesinternationalization/localization and, 311product details and, 362
Customer analysis, 43–45Customer analysis document, 674Customer Analysis Document, Discovery phase
deliverables, 93Customer-centered design
applying, 15–16defined, 674illustration of, 5importance of, 5–8myths of, 12–15resources, 695–696
Customer-centered Web site, 674–675Customer experience, 675Customer satisfaction, as benefit of this book,
xxxiiiCustomer sessions. See also Persistent customer
sessions; Temporary customer sessionsdefined, 483, 675warning about, 486
Customerscontent structure based on needs of, 190control by, 69defined, 4, 674, xxxi
Cookies (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 738
Index 739
design elements that put off, 8documentation and, 14familiar language and, 587focus on, 20hierarchies that match thinking of, 194interviewing for recommendations, 429listing on about us page, 344market research and, 14needs of, 153, 428–429non-returning, 36online research goals and, 652personalization and, 232, 264–265profitability related to satisfaction of, 7recommendation community and, 434resources for knowing, 697–698roles supported by Web applications, 175value propositions and, 240value provided to, 111
Customers, helping. See Helping CustomersComplete Tasks (H)
Customers, principles, 32–42competing elements, 32customer tasks, understanding, 36–37design team is not the customer, 32expertise development and, 39human structures and abilities and, 34–35people as individuals, 32–33social issues, understanding, 41–42task-based organization, 200task training and, 38–39technology, understanding, 40–41work reduction and, 37–38
Customers, techniques, 42focus groups, 56–58observations and interviews, 49–55overview of, 42–43scenario building, 45–49surveys, 55–56task and customer analysis, 43–45Web site analysis, 58
Customization, 675. See also PersonalizationCustoms, internationalization/localization and,
310–311, 374
DData analysis, usability tests, 639–641Data integrity, safe harbor principles, 330
Data, types of, 628Dates, internationalization/localization, 311Deafness, accessibility options, 220Deal breakers, checkout process and, 353Debriefing test participants, 638, 645Decentralized/Centralized localization
management, 310Default settings, 675Deliverables
defined, 675Discovery phase, 93–95Exploration phase, 96Implementation phase, 102Maintenance phase, 104Production phase, 99Refinement phase, 98
Deliverymethods, 385time, 364
Dellerror handling, 594links to context-sensitive help, 499pop-up windows, 491process funnel and, 462product details page, 359
Demographicsdefined, 675targeting Web-based news to, 121
DESCRIPTIVE, LONGER LINK NAMES (K9), 576–580,721. See also Hypertext links, descriptivenames
Fitt’s Law and, 34Design
accessibility options, 225choices for experiments, 632guidelines, 100iterative, 62principles, 68–70types of, 70unifying with usability and marketing, 8–9
Design document, 99, 675Design patterns. See PatternsDesign style guide, 675Design team, 32Designer-centered design, 11–12, 675Designing Effective Page Layouts (I), 503–528
ABOVE THE FOLD (I2), 508–511CLEAR FIRST READS (I3), 512–516
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 739
740 Index
CONSISTENT SIDEBARS OF RELATED CONTENT (I6),525–528
EXPANDING-WIDTH SCREEN SIZE (I4), 517–520FIXED-WIDTH SCREEN SIZE (I5), 521–524GRID LAYOUT (I1), 504–507resources for, 717–718
Desktop metaphor, 675Desktop shortcuts, HTML titles as, 303–305Development process
Discovery phase, 90–95Exploration phase, 95–96Implementation phase, 100–102Launch phase, 102–103Maintenance phase, 103–105overview of, 88–89Production phase, 98–100Refinement phase, 96–98steps in, 88
DHTML (Dynamic HTML), 676Digital certificates, 101, 676Digital Subscriber Line (DSL), 676the Directive, European Union, 329Directories, 676Disabilities
auditory, 220cognitive, 223overview of, 219physical, 220visual, 220–222
Disclaimers, about us page, 343Discovery phase, 90–95
defined, 88, 676deliverables, 93–95fundamentals first, 92–93goal setting, 90–91gold plating, avoiding, 92not skipping, 92online research and, 652–653overview of, 90value proposition, 91–92
Disintermediation, 676DISTINCTIVE HTML TITLES (D9), 302–307, 711.
See also HTML titlesDocument Object Model (DOM), 676Document type definition (DTD), 676Documentation, customer impatience with, 14DOM (Document Object Model), 676
Domain names, 676Downloads
homepages, 233–234minimalist design for, 602speed of, 40
DSL (Digital Subscriber Line), 676DTD (document type definition), 676Dynamic HTML, 173Dynamic HTML (DHTML), 676
EE-commerce
avoiding surprises, 114–115convenience, importance of, 112–114defined, 676features sites should include, 115–117online shopping and, 111–115products, multiple ways to locate, 112value provided to customers, making clear,
111–112E-commerce, advanced, 409–459
cross-selling and up-selling, 417–423featured products, 410–416gift giving, 447–452multiple destinations, 442–446order tracking and history, 453–459personalized recommendations, 425–432recommendation community, 433–441
E-commerce, basicaddress selection, 377–383checkout, 352–358order confirmation and thank you, 400–403order summary, 395–399payment method, 389–394product details, 359–368returns, 404–408shipping method, 384–388shopping chart, 369–376
E-LOAN, search engine ratings, 283E-mail
fair use of addresses, 326order confirmation and thank-you, 402
E-mail subscriptions, 322–327applying and adding related features, 327fair use of e-mail addresses, 326inverse-pyramid writing style and, 325overview of, 322–323
Designing Effective Page Layouts (I) (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 740
Index 741
sign up, 323–325subscribe/unsubscribe information, 326text vs. HTML messages, 326
E-MAIL SUBSCRIPTIONS (E2), 322–327, 712E-tailer, 676EASY RETURNS (F9), 404–408, 715. See also
ReturnseBay
action buttons, 558feedback about buyers and sellers, 438–439forgotten passwords, 469sign-in/new accounts, 467
eDealFinder.com, 255Edit gift options button, 450Editorial voice
Amazon.com, 415product recommendations, 411
Edmunds.com, use of familiar language, 586EDUCATIONAL FORUMS (A8), 159–165, 703–704Educational sites
applying and adding related features, 164functions of, 160overview of, 159raising educational standards, 163–164visitor needs, meeting, 161–162
Electronics Boutique, featured products, 412Elements
above the fold, 510competing in customer-centered design, 32design elements that put off customers, 8determining importance of, 513order summary and confirmation, 397–398,
402page elements, selecting, 513page elements, variations, 248patterns and, 23–25product details and, 361–364, 365
EMBEDDED LINKS (K7), 296, 568–571, 721. See alsoHypertext links, embedded
Employee productivity, 179Employment opportunities, about us page, 344ENABLING INTRANETS (A11), 178–182, 704–705.
See also IntranetsEncryption, 347, 677Enforcement, safe harbor principles, 330–331Entertainment. See Arts and entertainment sitesEnvironmental Protection Agency (EPA) site,
grid layout, 504
EPA (Environmental Protection Agency) site,grid layout, 504
Epicurious sitesearch form, 534value proposition, 237
Error messages, 594–597applying and adding related features,
596–597avoiding humor, 595clarity of, 595overview of, 594–595page not found message, 598–600placement of, 596recovering from errors, 595
Error prevention, 590–593applying and adding related features, 593clarifying expected format, 591fields, optional vs. required, 592multiple formats and, 591–592overview of, 590–591process funnel and, 464sign-in/new account and, 468
Errorsinexpensive fixes for, 63–64recovering from, 69, 595usability tests and, 639
Ethnography, 49–50, 677Evaluation stage
choosing evaluation technique, 84–85expert reviews, 81–82informal evaluations, 82–83iterative design, 62usability studies, 83–84
Exact matches, searches, 535Executive Summary, 641EXPANDING-WIDTH SCREEN SIZE (I4), 517–520, 718.
See also Screen size, expanding widthExperimental designs, 632Expert reviews, design evaluation and, 81–82Expertise, development of, 39Exploration phase
deliverables and prototypes, 95–96online research and, 652–653as step in development process, 88
Exploratorium, privacy policy, 337Extensible Markup Language (XML), 693EXTERNAL LINKS (K8), 572–575, 721. See also
Hypertext links, external
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 741
742 Index
External resources, information reference sites,149
Extranet, 677Eziba, rare finds, 413
FFacilitator role
usability tests, 634Web site evaluation plan, 643
Fair information practicesapplying and adding related features, 333choice and, 326message boards and, 278overview of, 328–329personal information, use and protection of,
331–332privacy policies, clarity and conspicuousness,
331, 332privacy policies, overview, 335safe harbor principles, 329–331
FAIR INFORMATION PRACTICES (E3), 328–333,712–713
False positives, heuristic evaluation, 82, 677FAMILIAR LANGUAGE (K11), 586–589, 722. See also
Language, familiarFAQs. See Frequently asked questions (FAQs)FAST-DOWNLOADING IMAGES (L2), 606–613,
722–723. See also Images, downloadingFavorites. See BookmarksFeature problems, Web site design, 64–65FEATURED PRODUCTS (G1), 410–416, 715. See also
Products, featuredFederal Trade Commission, privacy policy, 334Feedback
design principles and, 68giving sense of having “arrived”, 216Web applications and, 174–175
Field observation, 677Fields
optional vs. required, 467, 592structured, 591validation, 381
Files, 602–605applying and adding related features, 604–605content organization and, 253minimizing number of, 602–603removing large, slow files, 603–604
removing unnecessary files, 603replacing images with HTML, 603reusing images, 603
FindLaw, categorizing legal information, 196Firewalls, 677First impressions, homepages, 229–230First Internet Bank, graphics of, 173First reads
applying and adding related features, 515–516defined, 677formatting features, 513–514homepages and, 233overview of, 512–513screen resolution and, 514–515selecting page elements, 513testing, 515
Fitt’s Law, 34, 677FIXED-WIDTH SCREEN SIZE (I5), 521–524, 718. See
also Screen size, fixed widthFlash, Macromedia, 677Flow, 677Focus groups, 56–58, 677Focused advertisements
defined, 678Inverse-pyramid writing style and, 325subscribing to, 323
Fold. See also Above the folddefined, 678visibility of action buttons, 563
Fontsfirst reads and, 513size and styles, 582–583
Forcesbalancing in design process, 32defined, 678patterns and, 21–22
Forgotten passwords, 468Formats
clarifying expected, 591highlighting first reads, 513–514images, 607multiple, 591–592
Frequently asked questions (FAQs), 493–498about us page, 344applying and adding related features, 498community conferences and, 496–497defined, 677grouping related, 495
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 742
Index 743
identifying, 494–495, 498navigation aids to, 495overview of, 493–494search features, using with, 495usability problems and, 495
FREQUENTLY ASKED QUESTIONS (H7), 493–498, 716Fulfillment, shipping and, 678
GGeocaching, image download and, 606GIF (Graphics Interchange Format) images
defined, 678download speed, 40strengths and weaknesses, 607
Gift certificates, redeeming, 393Gift giving, 447–452
applying and adding related features, 452order summary and confirmation, 450overview of, 447–450providing help with, 451purchases and, 114removing price information, 450selecting and editing gifts, 450
GIFT GIVING (G6), 447–452Global templates, 245–247Go to Shopping Cart button, 370Goals
iterative design and, 65–68setting in Discovery phase, 90–91usability tests, 627–628
Gold-plating, 678Gold plating, avoiding, 92Google
about us page, 340displaying search results, 541growth by word of mouth, 7HTML titles and, 304
Government servicesaccessibility of, 135applying and adding related features, 139as faceless bureaucracy, 136–138privacy and trust issues, 138red tape and, 136self-service approach, 138universal access to, 138
Graphic design, 70, 678Graphical action buttons, 21, 559–560
Graphical user interface (GUI), 20, 678Graphics
downloads and, 233role in good design, 13
Graphics Interchange Format. See GIF (GraphicsInterchange Format) images
GRASSROOTS INFORMATION SITES (A6), 146–151. Seealso Information reference sites
Greeking, 678Greeking, testing grid layout with, 505–506Greenpeace Cyberactivist Community site,
anonymous postings, 129GRID LAYOUT (I1), 504–507, 717Grid layouts, 250
advantages of, 505applying and adding related features, 506–507billing information form and, 391defined, 678guidelines for making, 505–506overview of, 504–505page templates and, 245removing from printer friendly pages, 299
Growth, community conferences, 132–133Guest accounts, 472–476
applying and adding related features, 476overview of, 472–473
GUEST ACCOUNTS (H3), 472–476GUI (graphical user interface), 20, 678Guidelines, 678
HHalf.com
address selection, 377checkout interface, 113checkout process, 354payment methods, 389progress bars, use by, 463secure connections, 347
Handheld Device Markup Language (HDML),679
HCI (human-computer interaction), 70, 679HDML (Handheld Device Markup Language),
679HEADLINES AND BLURBS (D3), 257–262, 708Headlines and blurbs
adding to content database, 259adding to content modules, 259–261
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 743
744 Index
applying and adding related features, 262blurbs defined, 671blurbs or leads, expanding on, 293defined, 258headlines, defined, 679headlines, qualities of good, 292hooks, creating, 258–259, 262HTML titles and, 303overview of, 257–258
Healthgiant.com, guest accounts, 472Height attribute, images, 610Help desk, collecting FAQs from, 495Help functions, Web applications, 175Helping Customers Complete Tasks (H)
ACCOUNT MANAGEMENT (H4), 477–481CONTEXT-SENSITIVE HELP (H8), 499–502FREQUENTLY ASKED QUESTIONS (H7), 493–498GUEST ACCOUNTS (H3), 472–476PERSISTENT CUSTOMER SESSIONS (H5), 482–487POP-UP WINDOWS (H6), 488–492PROCESS FUNNEL (H1), 462–465resources for, 716–717SIGN-IN/NEW ACCOUNT (H2), 466–471
Heuristic evaluation, 81–82, 679Hewlett-Packard site, customer-relevant infor-
mation on, 153HIERARCHICAL ORGANIZATION (B3), 193–197. See
also Categories, hierarchicalHierarchies, 193–197
building, 196–197category examples, 195category names, 194–195customer thinking, building to match, 194features, 197overview of, 193subcategories, limiting, 195
High-fidelity prototypesdefined, 679not using in early design stages, 76–77switching to computer-based tools, 78–79
HIGH-VISIBILITY ACTION BUTTONS (K5), 562–564,720. See also Action buttons
Historyorders, 459tracking, 271
Hits, Web sites, 679
Holidays, internationalization/localization and,310–311
Holt, John, 163HOMEPAGE PORTAL (C1), 228–236, 707–708Homepages
applying and adding related features, 235–236balancing functions, 229balancing use of space, 153–154, 230–232content, grabbing interest, 230content, personalizing, 230download speeds, 233–234first impressions, 229–230forcing returns to, 547layout, 233navigation, 233overview of, 228page templates and, 245site branding and, 229value propositions and, 237
Hong, Jason, 741–742, xxviiHook, creating, 258–259, 262Horizontal prototypes, 80, 679Hortals, 679Hotmail
context-sensitive help and, 500formatting requirements, 590sign-in process, 466as Web application, 174
HTML (HyperText Markup Language)accessibility features, 225action buttons, 21, 560defined, 679downloads and, 233–234e-mail and, 326interface, 173techniques for speeding up your site, 617–620using instead of images, 603
HTML POWER (L4), 617–620, 723HTML tables
expanding width screens, 518grids, 506printer friendly pages, 299simplifying and dividing, 614–616
HTML titlesadding to new pages, 305–306applying and adding related features, 307as desktop shortcuts, 303–305
Headlines and blurbs (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 744
Index 745
headlines and blurbs and, 303organizing search results, 538overview of, 302–303search engines and, 285, 303varying from page to page, 305
HTTP (HyperText Transfer Protocol), 483, 679Human-computer interaction (HCI), 70, 679Human structures and abilities, basic, 34–35Humor and stories
avoiding humor in error messages, 595inverse-pyramid writing style and, 296
Hype, avoiding, 293, 295Hypertext links
alphabetical lists and, 205defined, 679familiar language for, 587linking related tasks, 199, 202linking to reviews and product information,
364as navigation aid, 191, 559removing unnecessary, 463testing link names, 588unified browsing hierarchy and, 546
Hypertext links, descriptive names, 576–580applying and adding related features, 579–580guidelines for, 578–579improving site accessibility, 577limitations of generic names, 577overview of, 576–577skimming Web pages and, 577
Hypertext links, embedded, 568–571applying and adding related features, 570–571combining with external links, 574defined, 676helpful link names, 569–570inverse-pyramid writing style and, 296overview of, 568–569pop-up windows and, 570too many, 570
Hypertext links, external, 572–575combining with embedded links, 574linking to external Web sites, 573minimizing link rot, 573opening new window for, 574overview of, 572–573setting expectations and marking references,
573–574
Hypertext links, obvious, 581–585applying and adding related features, 584–585color, 582, 584font size and styles, 582–583overview of, 581–582TITLE attribute and, 583underlining, avoiding, 582
Hypertext markup language. See HTMLHyperText Markup Language. See HTML
(HyperText Markup Language)HyperText Transfer Protocol (HTTP), 483, 679
II18N (Internationalization), 681IBM
tailored search results, 540types of links on homepage, 152
Identification, vs. authentication, 486, 680IE (Internet Explorer), 348, 680IFILM
as example of Arts and entertainment site, 168
fixed width screen size on, 522listing popular short films, 211
IIS (Internet Information Server), 680Image maps, 680Images
removing unnecessary files, 603reusing, 603, 621–623screen space demands of, 421using HTML instead of, 618
Images, downloading, 606–613ALT attribute, 610applying and adding related features, 612–613color, reducing use of, 607combining smaller images, 610–611compression, 608–609cropping and shrinking size, 607–608focusing on main pages first, 611formats, 607height and width attributes, 610overview of, 606–607progressive-scan and interlaced images,
609–610speeds, 40
IMG tags, 610
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 745
746 Index
Implementation phasedefined, 680deliverables, 100–102online research and, 653as step in development process, 88
Implementation problems, Web site design,64–65
Impressions, advertisements, 680Impulse customers, navigation methods and,
185, 187Index, defined, 680Indicator lines, tab rows, 556–557Individuality, of customers, 32–33Inference data, personalized recommendations
and, 426–428Informal evaluations, designs, 82–83, 680Information
account information, collecting, 478account information, minimizing, 467guidelines for presenting, 120
Information architecture, 70, 680Information organization, 51–54
affinity diagramming, 51–52card sorting, 52–54hierarchical, 194
Information reference sitesanswering questions, 148applying and adding related features, 150–151credibility and trust, 148external resources (links), 149features of good sites, 147–148growth of, 149–150overview of, 146value ranking information on, 147writing style for, 149
Information scent, 680Informative feedback, design principles and, 68Intention, navigation and, 185, 187Interactive prototype, Production phase, 99, 681Intercept research, 660, 681Interest, drawing people in, 120Interlaced images, download speed and,
609–610, 681Internationalization (I18N), 681Internationalized and localized content
applying and adding related features, 313centralized vs. decentralized management, 310dates, currencies, weights, and measures, 311
Discovery phase and, 92holidays, customs and nonverbal communica-
tion, 310–311local legal issues, 312machine translation and, 309–310overview of, 308–309site accessibility and, 312strings, separating from code, 309tailoring services, 312term selection criteria, 310translators, hiring, 310
INTERNATIONALIZED AND LOCALIZED CONTENT (D10),308–313, 711
Internet Explorer (IE), 348, 680Internet Information Server (IIS), 680Internet service provider (ISP), 681Interstitial pages, 681Interviews
customer recommendations from, 429as follow up to observations, 50–51tips for, 51
Intranet in a box, SAP, 178Intranets
applying and adding related features, 182consistency of, 181defined, 681new content policies and ways to add, 181overview of, 178–179personalized views, 179planning for growth, 181workflow support, 179
Inverse-pyramid writing styleapplying and adding related features, 297bulleted and numbered lists, 295–296complex sentences, avoiding, 293defined, 681e-mail subscriptions and, 325embedded links, 296expanding on blurbs or leads, 293headlines and blurbs and, 262headlines, concise and descriptive, 292–293hype, avoiding, 293, 295overview of, 291–292use of humor and stories, 297
INVERSE-PYRAMID WRITING STYLE (D7), 291–297, 710Investor relations, about us page and, 344ISP (Internet service provider), 681Item numbers, product details, 364
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 746
Index 747
Iterative design, 61–85applying within project phases, 89computer-based tools, avoiding in early stages,
77–78computer-based tools, switching to, 78–79cyclic steps in, 62defined, 681design principles and, 68–70high-fidelity prototyping, 76horizontal and vertical prototypes, 80limits of prototypes, 81low-fidelity prototyping, 74–75measurable goals and, 65–68overview of, 62–63paper prototyping kit, 77reasons for using, 63–65resources for, 699–700site evaluation, 81–85site maps, storyboards, and schematics, 71–74types of designs and, 70
iWon, expanding width screen, 517
JJAR (Java archive) files, 681Jargon, avoiding, 578Java, 681JavaScript, 681JPEG (Joint Photographic Experts Group) images
defined, 682download speeds, 40strengths and weaknesses, 607
JSP (JavaServer Pages), 682
KKbps (Kilobits per second), 682Keyboards, accessibility options, 220Keywords
counterproductive uses of, 288defined, 682search engines and, 286
Kilobits per second (kbps), 682Kiwanis International, events and discussion
groups, 143The Knot site
cross-selling and up-selling, 417information organization on, 191
LL10N (localization), 682Landay, James, 741, xxviiLands’ End
first reads, 512personalized recommendations, 430–431virtual interactive model, 267
Languageavoiding jargon, 578conventions, for Web design, xxxidesign patterns as, 16, 20
Language, familiar, 586–589applying and adding related features,
588–589card sorting for organizing information, 587observing and interviewing customers, 587overview of, 586–587testing link names, 588
Latency, 682Launch phase
defined, 682deliverables, 102–103online research and, 653as step in development process, 88
Layout. See also Designing Effective Page Layouts;Grid layouts
consistency of, 215–216homepages, 233
Lead storiesdefined, 682expanding, 293
Legal issuesabout us page, 343internationalization/localization and, 312
Leukemia Links, as leukemia information site,146
LexisNexis, about us page, 345Lincoln Highway, use of HTML vs. images, 619Link-based pop-up windows, 490, 682Link rot, 682Links. See Hypertext linksLists
alphabetical, 203–205bulleted, 295–296chronological, 206–208numbered, 295–296popularity-based, 210–211wish lists, 364, 372, 373
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 747
748 Index
L.L. Beanfirst reads, 514matching site categories to physical stores, 110secure connections, 349
Localization (L10N), 682. See also International-ized and localized content
LOCATION BREAD CRUMBS (K6), 565–567. See alsoBread crumbs
Log files, search term selection and, 538–539Logical organization, search results, 538Lossless compression, 608, 682Lossy compression, 609, 683Low-fidelity prototypes, 74–75, 683LOW NUMBER OF FILES (L1), 602–605, 722. See also
FilesLowFare.com, linking related tasks, 200–201LUGNET, obvious links on, 581Lycos Daily Report, popular search items,
211–212
MM-commerce, 683Machine translation, internationalization/local-
ization and, 309–310Macromedia Flash, 677Maintenance document, 102, 683Maintenance phase
defined, 683deliverables, 103–105online research and, 653as step in development process, 88
Making Navigation Easy (K), 545–600ACTION BUTTONS (K4), 558–561DESCRIPTIVE, LONGER LINK NAMES (K9), 576–580EMBEDDED LINKS (K7), 568–571EXTERNAL LINKS (K8), 572–575FAMILIAR LANGUAGE (K11), 586–589HIGH-VISIBILITY ACTION BUTTONS (K5), 562–564LOCATION BREAD CRUMBS (K6), 565–567MEANINGFUL ERROR NAMES (K13), 594–597NAVIGATION BAR (K2), 550–553OBVIOUS LINKS (K10), 581–585PAGE NOT FOUND (K14), 598–600PREVENTING ERRORS (K12), 590–593resources for, 720–722TAB ROWS (K3), 554–557UNIFIED BROWSING HIERARCHY (K1), 545–549
Making Site Search Fast and Relevant (J),529–543
ORGANIZED SEARCH RESULTS (J3), 537–543resources for, 718–720SEARCH ACTION MODULE (J1), 530–533STRAIGHTFORWARD SEARCH FORMS (J2), 534–536
Market researchcustomer needs and, 14tools for, 665as type of online research, 654
Marketing, unifying with design and usability,8–9
MarketTools, online research tools, 665–667Martha Stewart site
gift giving and, 447layout consistency, 214
Math Forum, student/educator resource, 163Mbps (megabits per second), 683MEANINGFUL ERROR MESSAGES (K13), 594–597,
722. See also Error messagesMeasurement, internationalization/localization
and, 311Medium-fidelity prototypes, 79, 96, 683Megabits per second (mbps), 683Mental models, 683Message boards
administrative backend, 281applying and adding related features, 281community conferences and, 125locating, 276–277moderated vs. unmoderated, 275–276overview of, 274–275posting to, 279–280rules for, 278sign in procedures, 278
MESSAGE BOARDS (D5), 274–282, 709Meta-information, 683Meta-ratings, recommendation community,
436–439META tags
defined, 683–684search engines and, 286–287
Metricsbusiness goals and, 94defined, 684Maintenance phase and, 104–105
Microsoft Web siteaccessibility features, 223
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 748
Index 749
homepage, customer and partner links, 156navigation bars, 552page not found message, 598
Misspellings, searches and, 539–540Mobile Internet devices, accessibility options,
223–224Mock-ups, 684Moderated forums
defined, 684vs. unmoderated forums, 128, 275–276
Monster.comcontext-sensitive help and, 501personalization offered by, 266
The Motley Foolinterface for new posts, 280saving favorite message boards, 276–277
Mouse, accessibility options, 220MP3.com, reusable images, 621MSNBC
homepage, 228HTML titles, 302, 304personal information, use of, 268
MULTIPLE DESTINATIONS (G5), 442–446. See alsoShipping, to multiple destinations
MULTIPLE WAYS TO NAVIGATE (B1), 184–188,705–706. See also Navigation methods
My Yahoo!, personalization and, 265
NNames
embedded links and, 569–570weakness of generic names as links, 579–580
Navigation. See also Making Navigation Easy (K)accessibility options, 220brand space, balancing with navigation space,
154–157, 230–232consistency of, 216design, 70ease of, 233FAQs and, 495framework pattern, 183information, accessibility of, 124products, multiple ways to locate, 112Web site structure and, 71
NAVIGATION BAR (K2), 550–553, 720Navigation bars, 550–553. See also Tab rows
applying and adding related features, 552
overview of, 550types of, 551
Navigation design, 684Navigation methods, 184–188
adapting methods to different motivations,185–186
appropriate use of navigation tools, 185customer intention and impulse and, 185overview of, 184providing multiple approaches, 188tool placement, 186–187
Navigation toolsease of use, 185location of, 186product details and, 362removing from printer friendly pages, 299
NBA.com, as example of arts and entertainmentsite, 167
NDAs (nondisclosure agreements), 684Needs vs. wants, customers, 42–43Netflix
cross-selling and up-selling, 421customer ratings, 428privacy policy, 336product details, 366
Netmarket, avoiding cost surprises, 115Netraker.com
cross-tabulation of research data, 662external links, 572links for target customers, 156online research by, 656–657online research tools, 665–667reporting research results, 663–664
Netscape, 348, 684Network effect, 684Network for Good
civic participation, 144subscribing to, 322
Network of help, 141New accounts. See Sign-in/new accountNewman, Mark, 74NEWS MOSAICS (A2), 118–124, 701News sites
applying and adding related features, 123–124
compared with other news media, 120getting news updates, 124importance of time and access, 119–120
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 749
750 Index
methods for organizing, 121–122reading news online, 120–121tailoring news to audience, 121–122
Newslettersdefined, 684inverse-pyramid writing style and, 325subscribing to, 323
Next-step navigation style, 185, 187Nielsen, Jakob, 68, 81Nolo, tab rows on, 555Nonalphabetical languages, 204Nondisclosure agreements (NDAs), 684Nonprofit sites
adding features to, 145benefits offered by, 144network of help, 141overview of, 140–141targeting specific solutions, 142–144
NONPROFITS AS NETWORKS OF HELP (A5), 140–145,703
Nonverbal communication, 310–311Nordstrom
customer addresses, storing/managing, 379high-visibility action buttons, 562order confirmation and thank-you’s, 401order details, 453order summary, 397product options, 363shipping methods, 384
Notification, safe harbor principles, 329Numbered lists, inverse-pyramid writing style,
295–296
OObservations, 49–55
ethnographic approaches, 49–50follow-up interviews, 50–51limitations of techniques for, 54–55organizing information gathered, 51–54
Observer roleSample Observer form, 649usability tests, 637–638Web site evaluation plan, 643
OBVIOUS LINKS (K10), 581–585, 721–722. See alsoHypertext links, obvious
Ogilvy, David, 238Ogilvy on Advertising (Ogilvy), 238Online calendars, 41Online communities
importance of, 42support from, 39
Online exhibits, 168–169Online prototypes, usability tests, 635–636Online research, 649–667
comparing tools for, 665–667development phases and, 652–653goals of, 652intercept research and, 660market research and, 654participants, product view of, 656participants, recruiting, 660–661questions, selecting for, 656–659running tests, 656–661usability research and, 654–655vs. traditional research, 649
Online shoppingavoiding surprises, 114convenience and, 112–114personalized recommendations and, 426returns, 115
Online testing, 84Onward transfer, safe harbor principles, 330Open-source software, 684Options, product details and, 362Order confirmation, 400–403
applying and adding related features, 403checkout process and, 356e-mailing, 402encouraging continued shopping, 402gift giving and, 450key elements of, 402order number and date, highlighting, 401overview of, 400–401as printable page, 402shipping to multiple addresses, 444thanking customers, 401
ORDER CONFIRMATION AND THANK-YOU (F8),400–403
Order summary, 395–399applying and adding related features,
398–399checkout process and, 355
News sites (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 750
Index 751
gift giving and, 450key elements of, 397–398order ready to complete, 396overview of, 395–396
ORDER SUMMARY (F7), 395–399ORDER TRACKING AND HISTORY (G7), 453–459Orders, 453–459
allowing modification, 456applying tracking and history system, 459highlighting number and date, 401indicating product availability, 456overview of, 453–454providing access to, 454related features, 459sorting by chronology, 454status of, 456–457tracking, 114, 457
Organization, alphabetical, 203–205limiting list to single page, 204overview of, 203search results, 538use of links to each letter group, 205when to use, 204
Organization, category-based, 214–217consistency of layout, 215–216consistency of navigation, 216overview of, 214related features, 217use of strong feedback, 216
Organization, chronologicaldisplaying in lists or timelines, 206–207formats for, 207limiting lists to 50 items or less, 207overview of, 206related features, 208search results, 538
Organization of Web sites, for customerconvenience, 157
Organization, popularity-based, 209–213building list of popular content, 212FAQs and, 495listing, 210–211overview of, 209related features, 213setting time periods for lists of, 211
Organization, searches. See Search results,organizing
Organization, task-basedaccount management system, 480linking related tasks, 199, 202overview of, 198related features, 202scenarios of related tasks, 200–201studying customer needs, 200
Organizational profile, about us page, 341–342Organizational schemes, browsable content and,
190ORGANIZED SEARCH RESULTS (J3), 537–543,
719–720. See also Search results, organizingOutpost.com
above the fold and, 508guest accounts and member accounts, 475
Pp2p, 684Page layouts. See Designing Effective Page LayoutsPage not found, 598–600
applying and adding related features, 600overview of, 598–599
PAGE NOT FOUND (K14), 598–600, 722Page templates, 244–250
adding variation with patterns, 248applying and adding related features, 250defined, 684–685defining global and individual templates,
245–247grid layout and, 245, 250, 504overview of, 244presenting recommendations with, 432using to facilitate news updates, 119
PAGE TEMPLATES (D1), 244–250, 708Palen, Leysia, 41Paper prototypes
kit for, 77usability tests and, 634–635
Participant Feedback reports, 641Participants, usability tests, 630–633
between-groups vs. within-groups experi-ments, 632
compensating, 631debriefing, 638defined, 685greeting and starting tests, 636–637
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 751
752 Index
not recruiting family or friends, 630–631observing, 637–638product view of, 656recruiting, 660–661selecting right number of, 631–632supporting, 633
Partnerscompany sites addressing needs of, 153listing on about us page, 344
Passwords, forgotten, 468Pattern groups, 25. See also by individual typeA Pattern Language: Towns, Buildings, Construction
(Alexander), 19–20Patterns, 19–29
action buttons example, 20–23customer-centered design, 15–16defined, 19–20, 685elements and element order of, 23–25example using, 26–29forces effecting, 21–22interaction of higher and lower level patterns,
22organization of, 25organizing into groups, 107resources for, 696–697scenario building and, 46–47
Payment method, 389–394applying and adding related features, 394billing information form, 390–392credit card information, storing, 392–393easy choices, 390overview of, 389–390redeeming gift certificates, 393security concerns and, 390
PAYMENT METHOD (F6), 389–394PBS.org, interface, 166PDAs (personal digital assistants)
accessibility options and, 219defined, 685
PDF (Portable Document Format), 685Peer-to-peer architecture, 685Pending orders, product availability and, 456People
basic characteristics of, 34–35task analysis, 44viewing customers as individuals, 32–33
People for the Ethical Treatment of Animals(PETA), 614
Periodic backups, 685Perl language, 685Persistent cookies, 484Persistent customer sessions, 482–487
applying and adding related features, 487defined, 685overview of, 482–483vs. temporary sessions, 483–485warning about putting sensitive data in session
IDs, 486PERSISTENT CUSTOMER SESSIONS (H5), 482–487,
716Personal digital assistants (PDAs)
accessibility options and, 219defined, 685
PERSONAL E-COMMERCE (A1), 110–118, 700–701.See also E-commerce
example using, 26–27Personal information
backgrounds, 268building trust and, 355privacy policies and, 337–338use and protection, 331–332
Personalizationdefined, 685Discovery phase and, 91–92homepages, 230Yahoo!’s use of, 231
PERSONALIZED CONTENT (D4), 263–273, 708–709.See also Content, personalized
PERSONALIZED RECOMMENDATIONS (G3), 425–432,715. See also Recommendations, personalized
Personas, defined, 685Personas, scenario building and, 46PETA (People for the Ethical Treatment of Ani-
mals), 614Phillips Academy site, 157PHP (PHP: Hypertext Preprocessor), 686Physical disabilities, accessibility options, 220Pilot tests
defined, 686task and customer analysis, 43usability testing, 634
PKI (public key infrastructure), 687Placement strategy, first reads and, 514
Participants, usability tests (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 752
Index 753
Platforms, cross-platform compatibility, 173Plug-ins, removing unnecessary, 603, 686PNG (Portable Network Graphics) images, 607,
686Policies. See also Privacy policies
new content, 181return policy, 405for writing reviews, 436
Pop-under windows, 686Pop-up windows, 488–492
applying and adding related features, 492automatic, 489, 670context-sensitive help and, 501defined, 686embedded links and, 570link-based, 490overview of, 488–489process funnel and, 464sparing use of, 491
POP-UP WINDOWS (H6), 488–492POPULARITY-BASED ORGANIZATION (B7), 209–213,
705–706Portable Document Format (PDF), 685Portable Network Graphics (PNG) images, 607,
686Portals, 686Posts, to message boards, 279–281PostScript (PS), 686PREVENTING ERRORS (K12), 590–593, 722. See also
Error preventionPrice information
product details and, 362removing from gifts, 450
Principles. See also Customers, principlescustomer-centered design, 15–16defined, 686design, 68–70safe harbor, 329–331
Print button, printer friendly pages and, 299Printable pages
applying and adding related features, 301guidelines for use of, 299order confirmation and thank-you as, 402overview of, 298
PRINTABLE PAGES (D8), 298–301Privacy
government services and, 138
message boards and, 275personalized recommendations and, 431shoppers concern with, 114sign-in/new account and, 468Web applications and, 175
Privacy policies, 334–339applying and adding related features, 338availability of, 334–335children and, 335–336clarity and conspicuousness, 331, 332fair information practices and, 335legal exceptions, 337overview of, 334–335personal information and, 337–338sign-in/new account and, 468U.S. government sites and, 336–337
PRIVACY POLICIES (E4), 334–339, 713Problems Found reports, 641Proceed to Checkout button, 371Process data
analyzing, 639–640defined, 686online prototypes and, 635–636online testing and, 83usability testing and, 628
Process funnel, 462–465applying and adding related features, 464–465Back button and, 464error prevention, 464minimizing steps in tasks, 463overview of, 462–463pop-up windows and, 464progress bars and, 463removing unnecessary links and content, 463
PROCESS FUNNEL (H1), 462–465, 716Processes
customer-centered design, 15–16defined, 686
Product availabilitypending orders and, 456shopping cart and, 372
Product details, 359–368applying and adding related features, 368key elements, locating, 361–364overview of, 359–360product specs, 364–365secondary elements, locating, 365
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 753
754 Index
shopping cart and, 371–372template for, 361
Product specs, 364–365Production phase
defined, 686–687deliverables, 98–100online research and, 653as step in development process, 88
Productseasy selection of preferred, 428multiple ways to locate, 112
Products, featured, 410–416applying and adding related features, 416e-commerce and, 116editorial voice in promotion of, 411encouraging exploration, 415methods for featuring, 416overview of, 410–411recommendations, variety of, 411–414
Professional groups, 725Professional respondents, 57, 687Profiles, 687Profitability, correlation with customer
satisfaction, 7Progress bars, process funnel and, 463Progressive-scan images, 609–610, 687Protocols, 687Prototypes
computer-based tools, avoiding in early stages,77–78
computer-based tools, switching to, 78–79defined, 687high-fidelity prototyping, 76horizontal and vertical prototypes, 80iterative design stages and, 62limitations of, 81low-fidelity prototyping, 74–75medium-fidelity prototypes, 79online prototypes, 635–636paper prototypes, 77, 634–635rapidity of, 70–71site maps, storyboards, and schematics,
71–74Proxies, 687PS (PostScript), 686Pseudonyms, 687Psychographics, 687
Public key infrastructure (PKI), 687Public relations, about us page and, 344Publishing system, content management and,
252Python language, 687
QQuality assurance
defined, 687groups, Web site design and, 14–15
Question bias, 649, 687Questions
list of questions for online research, 655–656types of questions for online research, 659
QUICK ADDRESS SELECTION (F4), 377–383. See alsoAddress selection
QUICK-FLOW CHECKOUT (F1), 352–358. See alsoCheckout, quick-flow
Quick purchase option, cross-selling and up-selling, 421–422
QUICK SHIPPING METHOD SELECTION (F5), 384–388.See also Shipping methods
RRankings, search engine, 285–288Rare products, 412Ratings
meta-ratings of reviewers, 436–439preferred products, 428products, 364
Rec.birds newsgroup, FAQ page, 497Recognition vs. recall, design principles and,
68–69Recommendation community, 433–441. See also
Community conferencesapplying and adding related features, 440helping community members write reviews,
435–436meta-ratings, 436–439overview of, 433–434policies for, 436pump priming, 440
RECOMMENDATION COMMUNITY (G4), 433–441, 715Recommendations, personalized, 425–432
applying and adding related features, 432easy selection of preferred products, 428
Product details (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 754
Index 755
featured products and, 411–414inference data and, 426–428inviting customers to state needs, 428–429levels of, 429multiple and repeated recommendations, 431overview of, 425–426privacy concerns and, 431reliability of, 429
Red-green deficiency, 687Red tape, government services and, 136RedEnvelope, cross-selling and up-selling, 419References, checking, 119Refinement phase
defined, 688deliverables, 96–98online research and, 653as step in development process, 88
Rehabilitation Act, 219Relative table widths, screen size and, 518Reliable data
defined, 688measurable goals and, 67surveys and, 56
Remote usability testing, 627, 688Reports, usability tests, 641–642Requirements document, 94Resources
Advanced E-Commerce (G), 715Basic E-Commerce (F), 714–715Building Trust and Credibility (E), 712–714Creating a Navigation Framework (B),
705–706Creating a Powerful Homepage (C), 707–708customer-centered design, 695–696customer-centered Web sites, 700design patterns, 696–697Designing Effective Page Layouts (I), 717–718further reading, 724–725Helping Customers Complete Tasks (H),
716–717for information in appendixes, 724iterative design, 699–700knowing customers, 696–697Making Navigation Easy (K), 720–722Making Site Search Fast and Relevant (J),
718–720professional groups, 725Site Genres (A), 700–705
Speeding Up Your Site (L), 722–723Writing and Managing Content (D), 708–711
Response time, 688Returns, 404–408
applying and adding related features, 408overview of, 404–405policy, 405return process funnel, 405–408shoppers desire for ease of, 115
Returns process funnel, 405–408REUSABLE IMAGES (L5), 621–623, 723Reviews
customer and expert, 365helping community members write, 435–436links to, 364policies for writing, 436
Robots file, exclusion standards, 287–288Roles
usability tests, 634Web site evaluation plan, 643
Rollout, 688Rollover, 688Rotary International, gift management and, 143Rules, message boards, 278
SSafe harbor principles, 329–331Safe harbor Web site, 328Saffo, Paul, 39Salesforce.com
billing information page, 392linking related tasks, 199as Web application, 171
Sample bias, 649, 688San Jose, California, e-government example,
137Save Billing Info button, 392Save gift options button, 450Scalable Vector Graphics (SVG) images, 690Scale, 688Scenario building, 45–49
overview of, 45patterns and, 46–47personas in, 46related tasks and, 200–201storyboard and, 46, 71task selection for, 47–49
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 755
756 Index
Scenarios, defined, 688Schematics, Exploration phase, 74–75, 96, 688Scoring methods, personalization, 270Screen readers, 221, 688Screen resolution
choosing minimum, 509first reads and, 514–515
Screen size, expanding widthapplying and adding related features, 520designing with minimum width in mind, 520mixing absolute and relative widths, 518–519overview of, 517–518relative table widths and, 518
Screen size, fixed widthapplying and adding related features, 524overview of, 521–522Web browsers and, 522
Search action moduleapplying, 532creating simple search tool, 531–532overview of, 530–531related features, 533search tool placement, 532
SEARCH ACTION MODULE (J1), 530–533, 718–719Search engines, 283–290
counterproductive strategies, 288–289crawlers and spiders, 284distinctive titles, 285FAQs and, 495HTML titles and, 303keywords, 286META tags, 286–287overview of, 283–284robots exclusion standards, 287–288strategies for improving site rankings, 285–288Web crawler accessibility, 287
Search formsapplying and adding related features, 536boolean expressions and, 535category searches, 535–536exact matches and, 535overview of, 534–535
Search results, organizingapplying and adding related features, 542HTML titles and, 538log files, analyzing for search term selection,
538–539logical schemes, 538
misspellings, compensating for, 539–540overview of, 537–538relevant summaries, 538search task support, 541–542
Searches. See also Making Site Search Fast andRelevant (J)
defined, 688improving capabilities, 124navigation style, 185, 187task support, 541–542
Secure connections, 347–350SECURE CONNECTIONS (E6), 347–350, 714Secure Electronic Transaction (SET), 689Secure Sockets Layer (SSL), 347, 689–690Security
payment method and, 390safe harbor principles and, 330shoppers concern with, 114Web applications and, 175
SELF-SERVICE GOVERNMENT (A4), 135–139,702–703. See also Government services
Sensitive data, session IDs and, 486SEPARATE TABLES (L3), 614–616, 723. See also
HTML tablesServers. See also Web servers
client-server architecture, 673defined, 689
Servlets, 689Session cookies, 483, 689. See also CookiesSession IDs
defined, 483, 689sensitive data and, 486
Sessions. See Persistent customer sessions;Temporary customer sessions
SET (Secure Electronic Transaction), 689Shedroff, Nathan, xxixShip to multiple addresses button, 443Shipping and handling costs, avoiding hidden,
385Shipping methods, 384–388
applying and adding related features, 387costs, 386delivery options, 385overview of, 384–385times, 386
Shipping, to multiple destinations, 442–446address selection, 444allowing customers to choose, 443
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 756
Index 757
applying and adding related features, 446order confirmation and, 444overview of, 442–443
Shneiderman, Ben, 68Shopping. See also Online shopping
continuing after adding item to cart, 370encouraging continued, 402product details and, 360, 362
Shopping cart, 369–376allowing continued shopping, 370applying and adding related features, 376cross-selling and up-selling, 373–374defined, 689easy access to, 370example using, 27observing local customs, 374overview of, 369–370proceed to checkout, 370product availability, 372product details and, 371–372showing cart contents, 375storing for later use, 372–373
SHOPPING CART (F3), 369–376, 715Shortcuts, HTML title as, 303–305Shrinking images, download speed and,
607–608, 689Shutterfly site, order history, 455Side-running navigation bars, 551Sidebars
applying and adding related features, 528consistent location of, 526content management and, 252–253determining maximum length of, 526overview of, 525–526
Sign-in/new account, 466–471applying and adding related features, 470error prevention, 468fields, optional vs. required, 467first time customers, 470forgotten passwords, 468minimizing information needed for, 467overview of, 466–467privacy concerns and, 468
SIGN-IN/NEW ACCOUNT (H2), 466–471, 716Sign in procedures, message boards, 278Sign up, e-mail subscriptions, 323–325SITE ACCESSIBILITY (B9), 218–226, 707. See also
Accessibility options
Site branding, 316–321applying and adding related features, 321customer likes/dislikes, 318–319defined, 671differentiation, 317–318Discovery phase and, 91homepages and, 229identification, 320overview of, 316–317
SITE BRANDING (E1), 316–321, 712Site evaluation, iterative design, 81–85Site Genres (A), 108–182
COMMUNITY CONFERENCE (A3), 125–134EDUCATIONAL FORUMS (A8), 159–165ENABLING INTRANETS (A11), 177–182GRASSROOTS INFORMATION SITES (A6), 146–151NEWS MOSAICS (A2), 118–124NONPROFITS AS NETWORKS OF HELP (A5),
140–145PERSONAL E-COMMERCE (A1), 110–117resources for, 700–705SELF-SERVICE GOVERNMENT (A4), 135–139STIMULATING ARTS AND ENTERTAINMENT (A9),
166–170VALUABLE COMPANY SITES (A7), 152–158WEB APPS THAT WORK (A10), 171–177
Site maps, Exploration phase, 71–73, 96, 689Site searches. See Making Site Search Fast and
Relevant (J)Sites. See Web sitesSnapfish.com
address selection, 382FAQ page, 493order confirmation and thank-you, 356, 400order summary, 398
Sociability, community conferences and, 132Social issues
principles for knowing customers, 41–42task analysis and, 44–45
Software testing, Web site design and, 14–15Solution diagrams, 689Spam, e-mail, 689Specification documents, 94, 689Speeding Up Your Site (L), 601–623
FAST-DOWNLOADING IMAGES (L2), 606–613HTML POWER (L4), 617–620LOW NUMBER OF FILES (L1), 602–605resources for, 722–723
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 757
758 Index
REUSABLE IMAGES (L5), 621–623SEPARATE TABLES (L3), 614–616
Spiders, 284, 674Splash screen, 154–157, 689SSL (Secure Sockets Layer), 347, 689–690Standard error of the mean, 640Standards, mobile Internet, 223–224Staples.com, shopping carts and, 375Statistical analysis, 641Statistical validity
defined, 690measurable goals and, 67surveys and, 56
Stickiness, Web sites, 690STIMULATING ARTS AND ENTERTAINMENT (A9),
166–170, 704. See also Arts and entertain-ment sites
Storyboardsdefined, 690Exploration phase and, 96iterative design and, 74scenario building and, 46
STRAIGHTFORWARD SEARCH FORMS (J2), 534–536,719. See also Search forms
Streaming data, 690Strings, separating from code, 309Structured text fields, error prevention and, 591Student development, educational sites, 160Style guides, 690Subcategories, limiting in hierarchies, 195Subjective metrics, 67–68Subscription, news mosaics, 124Subsites, 690Suggested Improvements reports, 642Sun Microsystems site
audience targeted navigation links, 157content modules, 251variations of page elements, 248
Support community, 39Surveys
customer participation in creating valuepropositions, 240
techniques for knowing customers, 55–56usability tests and, 638
Sustainability, community conferences, 132–133SVG (Scalable Vector Graphics) images, 690
Sydney, Australia, access to governmentinformation, 135
Synchronous communications, 126–127, 690
TTab rows, 554–557
applying and adding related features, 557identifying active tab, 555indicator line for, 556limitations of, 556overview of, 554–555
TAB ROWS (K3), 554–557, 720Tables. See also HTML tables
absolute and relative widths, 518–519removing from printer friendly pages, 299simplifying and dividing, 614–616
Target audiences, xxxiiTarget customers, 674, xxxi. See also CustomersTask analysis
defined, 691Discovery phase and, 93techniques for knowing customers, 43–45understanding customer tasks, 37
TASK-BASED ORGANIZATION (B4), 198–202,705–706. See also Organization, task-based
Task-related questions, task analysis, 44Task training, principles for knowing customers,
38–39Tasks. See also Helping Customers Complete
Tasks (H)context-sensitive help and, 500defined, 691linking related, 199, 202list for companies, 155list for intranets, 180process funnel, 463selecting for scenario building, 47–49selecting for usability tests, 628–630simple, medium, and hard difficulty, 629tailored for user groups of educational sites
and, 162understanding customer tasks, 36–37Web site evaluation plan, 644–645
Taxpayers Australia, guest accounts, 475TCP/IP (Transmission Control Protocol/Internet
protocol), 691
Speeding Up Your Site (L) (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 758
Index 759
Technical Specifications, Production phase,99–100
Technologyeducational, 163–164principles for knowing customers and, 40–41task analysis and, 44technology-centered design, 10–11
Technology-center designed, 691Templates. See also Page templates
new addresses, 378–381product details, 361global vs. individual, 245–247use in Refinement phase, 97Web page, 100
Temporary customer sessions, 483–485defined, 691
Test Plan Document, Implementation phase, 102
Testing first reads, 515Tests. See Usability testsText hyperlinks, navigating between pages, 559Text vs. HTML messages, e-mail, 326Think-aloud protocol
defined, 691informal evaluations and, 83usability tests and, 636–637
Thumbnailscropping and shrinking, 608defined, 691product details and, 362speeding up sites and, 604
Time-related events, 206Timelines, displaying, 206–207Times, shipping methods and, 386TITLE attribute, hypertext links, 583Titles. See HTML titlesToolkits, 691Top-and-left navigation bars, 551Top-running navigation bars, 551Top-selling products, 412Tracking orders, 457, 459Tracking visits and history, 271Trail markers. See Location bread crumbsTraining, task, 38–39Translators, hiring, 310Transmission Control Protocol/Internet protocol
(TCP/IP), 691
Trust and credibility. See also Building Trust andCredibility (E)
checkout process and, 355community conferences, 132easy returns and, 404government services, 138information reference sites, 148
Tufte, Edward, 68Tutorials, 691TVEyes, focused advertisements, 32524/7, 669
UUI (user interface), 691Underlining, hypertext links, 582Undersampling bias, 649
defined, 691Unified browsing hierarchy, 545–549
applying and adding related features, 548forcing visitors to return to homepage, 547linking related categories, 547–548overview of, 545–546related features, 549
UNIFIED BROWSING HIERARCHY (K1), 545–549Uniform Resource Locator (URL), 692Unmoderated forums, 691Unmoderated vs. moderated forums, 128,
275–276UP-FRONT VALUE PROPOSITION (C2), 237–241, 708.
See also Value propositionsUp-selling. See also Cross-selling and up-selling
defined, 418, 692e-commerce and, 117shopping cart and, 373–374
Updates, Implementation phase and, 102URL (Uniform Resource Locator), 692U.S. Department of Commerce, safe harbor Web
site, 328U.S. Government, privacy policies, 336–337U.S. Mint
account management and, 479guest accounts and member accounts, 474
U.S. Privacy Act of 1974, 329Usability
design evaluation and, 83–84FAQs and, 495
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 759
760 Index
focus of Web applications on, 175intuitive vs. training, 38methods for measuring, 84unifying with design and marketing, 8–9
Usability researchonline research and, 654–655tools for, 665
Usability tests. See also Web site evaluation plancommon mistakes in running, 637data analysis, 639–641goal setting, 627–628key roles, 634online prototypes, 635–636paper prototypes, 634–635participants, recruiting, 630–632participants, supporting, 633pilot tests, 634reporting results, 641–642task selection for, 628–630test location, 633testing process, 636–638
Use case, 692Use this address button, 378User-centered design, 9–10, 692User experience. See Customer experience
VValidate fields, addresses, 381VALUABLE COMPANY SITES (A7), 152–158, 703. See
also Company sitesValue propositions
applying and adding related features, 240–241articulation of, 238–239defined, 692Discovery phase, 91–92homepages and, 237overview of, 237–238requirements of, 238selecting, involving customers in, 240selecting, picking candidates, 239Web applications, 175
Value ranking, 147, 692van Duyne, Doug, 741, xxviiVerbal protocol
defined, 692informal evaluations and, 83
Vertical prototypes, 80, 692Virtual testing, 692Visitors, Web sites
bread crumbs and, 566educational sites and, 161–162inviting personalization by, 265–267mapping content to, 269tracking visits and history, 271
Visual design. See Graphic design
Visual disabilities, accessibility options, 220–222Vividence, online research tools, 665–667Volunteer Match, matching volunteers to non-
profits, 140Vortals, 692
WW3C (World Wide Web Consortium), 607,
692Walk-through, 692Wal-Mart site
ease of navigation, 189gift giving and, 448–449shipping to multiple addresses, 442, 443
Want vs. needs, customers, 42–43WAP (Wireless Application Protocol), 692Weather Channel, use of ALT attribute, 222Web applications
applying and adding related features, 176converting traditional software to, 173–174customer roles supported by, 175help functions, 175informative feedback, 174–175overview of, 171–172security and privacy, 175trying before buying, 172–173
WEB APPS THAT WORK (A10), 171–177, 704Web browsers
cross-browser compatibility, 173defined, 692downloading from Web servers to, 483global access and, 312HTML titles and, 303inference data and, 426reusable images and, 623screen size, expanding width, 518screen size, fixed width, 522
Usability (continued)
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 760
Index 761
secure and insecure connections, 348–349tables, speeding display of, 614–615window resizing and, 246
Web crawlersaccessibility, 287defined, 284, 674exclusion standards, 287–288
Web design, 3–17balanced approach to, xxxiiicompany-centered, 10customer-centered, 5–8, 12–16designer-centered, 11–12evolution of, 4–5incremental improvement in practices for,
xxxivtechnology-centered, 10–11unifying with usability, and marketing, 8–9user-centered, 9–10
Web design professionals, value of this book to,xxxii
Web interfacesguidelines, 13–14, 693redesigning before launch, 12–13
Web page templates, Production phase, 100Web pages
determining importance of elements on, 513grid layout on, 505–506organizing, 53–54skimming, 579–580
Web research. See Online researchWeb servers
Apache, 670defined, 693downloading to browsers, 483
Web servers, downloading to browsers, 483Web site design. See Web designWeb site evaluation plan, 643–645. See also
Usability testsConsent form, 647–648debriefing, 645introduction, 643–644roles, 643tasks, 644–645
Web site genres. See Site Genres (A)Web site resources
customer-centered design, 696design patterns, 697knowing customers, 697
Web sitesanalysis, 58building, 109credits, 344factors that put off customers, 8implementation/feature problems, 64–65link names and, 578–579redesigning, 653–654signs things are going badly, 11
Weights, internationalization/localization and,311
WELL community, use of real names to buildtrust, 130
Whatis.com, embedded links, 568Whitespace, 693Widgets, 693Width attributes, images, 610Wireframes, 693Wireless Application Protocol (WAP), 692Wireless Markup Language (WML), 693Wish lists, 364, 372Within-groups experiments
defined, 693usability tests and, 632
Wizard navigation style, 185, 187WML (Wireless Markup Language), 693Work reduction, principles for knowing cus-
tomers, 37–38Workflow support, intranets, 179World News site, headlines and blurbs, 257World Wide Web Consortium (W3C), 607, 692Writing and Managing Content (D)
CONTENT MODULES (D2), 251–256DISTINCTIVE HTML TITLES (D9), 302–307HEADLINES AND BLURBS (D3), 257–262INTERNATIONALIZED AND LOCALIZED CONTENT
(D10), 308–313INVERSE-PYRAMID WRITING STYLE (D7),
291–297MESSAGE BOARDS (D5), 274–282PAGE TEMPLATES (D1), 244–248PERSONALIZED CONTENT (D4), 263–273PRINTABLE PAGES (D8), 298–301resources for, 708–711WRITING FOR SEARCH ENGINES (D6), 283–289
WRITING FOR SEARCH ENGINES (D6), 283–290, 710.See also Search engines
Writing style, information reference sites, 149
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 761
762 Index
XXML (Extensible Markup Language), 693
YYahoo!
content modules and, 254descriptive headlines, 291hierarchical organization, 193homepage template, 244internationalization/localization and, 308keyword use by, 286linking related tasks, 199message boards and, 279
minimalist design for fast downloads, 602navigation bars, 552personalization, 231, 263, 265popularity-based news, 210popularity of, 7printer friendly pages, 300subscribing to newsletters, 324unified browsing hierarchy, 546Video site, guidelines for reviewers, 435
ZZagat.com, search categories, 537
van Duyne.~EM.669-778 6/18/02 9:14 AM Page 762