Back to the User: Creating User-Focused Websites

Back to the User integrates Web design, navigation and content considerations with effective branding and marketing guidelines. By teaching those that create websites how to think like the people who use them, this book enables web marketers and developers to create sites that people want to, and can successfully, use.

The authors offer their readers an approach to engaging target users in the development process early on and in a meaningful way so that the very premise of a site is driven by the needs and desires of its users. The book provides countless examples of common mistakes that even the best websites make and offers solutions that are geared to get everyone on a web development team, from CEO to programmer, viewing the site from the users perspective.

This book is intended for:

• Senior management of companies, large and small, who are about to build or rebuild a Website
• Web designers, developers and information architects
• Web marketers and consultants
• Advertising agency creatives, planners and account executives
• Anyone else in an organization who is involved in creating Websites

Table of Contents

Introduction.

I. THE VIEW FROM 30,000 FEET.

1. Why Your Web Site? For That Matter, Why Our Book?
2. Use Research, Make It Actionable, Then Act on It While It's Hot.

II. ATTRACTING VISITORS TO YOUR SITE, AT LEAST LONG ENOUGH TO SEE WHAT YOU HAVE TO OFFER.

3. Your Homepage Is a 30-Second Window of Opportunity: Don't Be Shy!
4. Understanding How Users “Bucket” Your Space Better Use Their Language, Because They Are Not There to Join Your Company.
5. It's Okay to Be Different: Just Make Sure People Know What You Offer.
6. People Don't Read: Don't Make Them!
7. Just Because the Competition Does It That Way, Doesn't Mean It's Right.

III. MAKING SURE THEY “STICK” AROUND YOUR DAY-TO-DAY CHALLENGE TO ENHANCE USER EXPERIENCE.

8. A Frustrated User Is No User at All: Don't Let Him Leave Your Site!
9. Adventures in Downloading “…But Do I Have To?!”
10. When I Need Your Assistance, Believe Me, I'll Ask! Getting Information, Directions, Help, or Anything Else.
11. Hieroglyphics Are Only Interesting When You Are Visiting the Pyramids Icons and Language.

IV. ZEROING IN SITE DESIGN AND NAVIGATION.

12. Give the People What They Want (and More), or They'll Find Someone Who Can!
13. Functionality Don't Just Lie There, Give Me Some Interaction.
14. Whiz! Bang! Boom! Graphics in Service to Content and Functionality.
15. Search When to Keep Them in Your Playpen and When to Open Them Up to the Universe.
16. Navigation You Know You're in Trouble When Users Look for Your Site Map.
17. E-Commerce If They Can't Find It, They Won't Buy It.

V. BACK TO THE 30,000-FOOT VIEW YOUR SITE AND YOUR BRAND.

18. The Challenges of Transferring an Established Brand to the Web Top 10 Considerations.
19. Business-to-Business Challenges and Opportunities.

VI. AND THE VIEW FROM OUTER SPACE STAYING AHEAD OF (OR AT LEAST KEEPING UP WITH) THE SPEED OF TECHNOLOGY.

20. Step Out of the Shadows and into Their Shoes The Power of Listening.
21. Just When You Think You Know Everything, It Changes.
Appendix. A Crash Course in Web Development Research.
Index.

《回到使用者身邊》整合了網頁設計、導航和內容考量與有效的品牌推廣和行銷指南。透過教導網站創作者如何像使用者一樣思考，本書使網路行銷人員和開發人員能夠創建出人們想要且能夠成功使用的網站。

作者們向讀者提供了一種早期且有意義地吸引目標使用者參與開發過程的方法，以便網站的前提是由使用者的需求和渴望驅動的。本書提供了許多即使是最好的網站也會犯的常見錯誤的例子，並提供解決方案，旨在讓網站開發團隊中的每個人，從CEO到程式設計師，都能從使用者的角度來看待網站。

本書適合以下讀者：
- 各種規模的公司的高級管理層，他們正準備建立或重建網站
- 網頁設計師、開發人員和資訊架構師
- 網路行銷人員和顧問
- 廣告代理商的創意人員、策劃人員和客戶執行人員
- 組織中任何參與網站創建的其他人員

《目錄》
- 引言
- 第一部分：從30,000英尺高空看事物
- 1. 為什麼需要你的網站？事實上，為什麼需要我們的書？
- 2. 使用研究，使其具體可行，然後在熱度未退之際行動起來
- 第二部分：吸引訪客到你的網站，至少讓他們停留足夠長的時間來看看你提供了什麼
- 3. 你的首頁是一個30秒的機會窗口：不要害羞！
- 4. 理解使用者如何將你的空間分類：最好使用他們的語言，因為他們不是來加入你的公司的
- 5. 不同沒關係：只要確保人們知道你提供了什麼
- 6. 人們不會閱讀：不要強迫他們閱讀！
- 7. 只因為競爭將其做成這樣，並不意味著這樣做是對的
- 第三部分：確保他們“停留”在你的網站上，提升使用者體驗是你每天的挑戰
- 8. 受挫的使用者根本不是使用者：不要讓他離開你的網站！
- 9. 下載冒險：“但我必須下載嗎？”
- 10. 當我需要你的幫助時，相信我，我會問的！獲取信息、指示、幫助或其他任何東西
- 11. 象形文字只有在你參觀金字塔時才有趣：圖示和語言
- 第四部分：瞄準網站設計和導航
- 12. 給人們他們想要的（以及更多），否則他們會找到其他人！
- 13. 功能性：不要只是躺在那裡，給我一些互動
- 14. 炫目的圖形服務於內容和功能
- 15. 搜索：何時讓他們留在你的圈內，何時讓他們打開到整個宇宙
- 16. 導航：當使用者尋找你的網站地圖時，你就知道你遇到麻煩了
- 17. 電子商務：如果他們找不到它，他們就不會購買它
- 第五部分：回到30,000英尺高空，你的網站和你的品牌
- 18. 將已建立的品牌轉移到網絡的挑戰：前10個考慮因素
- 19. 商業對商業的挑戰和機會
- 第六部分：從外太空的視角，跟上（或至少跟上）技術的速度
- 20. 走出陰影，走進他們的鞋子：傾聽的力量
- 21. 當你以為你已經了解一切時，它就會改變
- 附錄：網頁開發研究速成課程
- 索引