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Product Details

  • ISBN-13: 9781564966612
  • Publisher: Rockport Publishers
  • Publication date: 2/1/2001
  • Series: Graphic Design/Computers Series
  • Pages: 192
  • Product dimensions: 9.00 (w) x 11.00 (h) x 0.69 (d)

Table of Contents

Acknowledgments 5
Introduction 8
Chapter 1 Consumer and Retail Sites 12
chipshot.com 14
hallmarkflowers.com 22
Nordstrom.com 28
drugstore.com 36
MuZicDepot.com 42
harrods.com 46
wine.com 52
payless.com 58
StarMedia.net/shopping 64
bluefly.com 68
Chapter 2 Finance, Banking, and Business-to-Business Sites 74
fool.com 76
NextCard.com 82
ImageCafe.com 88
WingspanBank.com 94
citbank.com.hk 100
PayPal.com 104
Datek.com 108
Chapter 3 Intranet and Extranet Sites 112
EdFinder.com 114
wsj.com 118
tradelink.philips.com 124
forrester.com 128
bng.com 134
dell.com 138
EBSCO.com/research 146
ea.com 150
Chapter 4 Other e-commerce Concepts 156
marvel.com 158
bSource.com 164
PCGamer.com 172
iWant.com 178
ab2000.nl 182
Directory 186
About the Author 188
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Introduction

Introduction by Katherine Tasheff Carlton
The customer is king. The rule my great-grandfather upheld while operating a corner grocery store in the early 1900s still applies in the world of electronic commerce. Customers want to have their needs met as quickly and conveniently as possible. With an estimated 304 million people online worldwide and the average duration of a page view less than one minute, e-commerce customers are increasingly interested in the expedience the technology offers, not the technology itself. Most of the novelty of online transactions has worn off; people want to get online, make their purchases, and get on with other activities. Sites must immediately grab attention. If users are not intrigued or satisfied, they move on-quickly.
Repeatedly, the conversations I've had with site designers have boiled down to this: Simplicity is the key to e-commerce design. As most developers know, a design that appears simple is often the most complicated to create. With nearly one out of every three Internet users making online purchases, e-commerce site developers must tread a delicate line between utility and aesthetics. Beyond the retail-oriented sites, the corporate world has almost universally made the leap to online transactions. Pull-down menus, heavy back-end databases, secure servers, limited bandwidth, and brand marketing all must be taken into account while creating a visually pleasing, easy-to-use environment.
What does simplicity in design really mean? More often than not, ease of use is the bottom line. This means that the most important aspect of e-commerce design is understanding the company's business model and knowing how customers will accessthe site and what they will demand when they do.
Many designers try to do too much, loading sites with too many bells and whistles or presenting so much information on the home page that users are immediately lost. Occasionally, the original model was a good starting point, but through the rapid expansion possible in the interactive age, sites outgrow their systems, navigation, and basic design.
Sometimes simplicity in design means not changing the site around to accommodate every new advance in technology. As Rhonda Wells, director of a-commerce for Payless ShoeSource, says, 'How do you feel in this scenario? You're in the middle of cooking dinner for guests that evening when you realize you're out of an ingredient. (End of excerpt)
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