by JasonFried (Author), 37signals (Author), Matthew Linderman (Author)
Let's admit it: Things will go wrong online. No matter how carefully you design a site, no matter how much testing you do, customers still encounter problems. So how do you handle these inevitable breakdowns? With defensive design. In this book, the experts at 37signals (whose clients include Microsoft, Qwest, Monster.com, and Clear Channel) will show you how.
Defensive design is like defensive driving brought to the Web. The same way drivers must always be on the lookout for slick roads, reckless drivers, and other dangerous scenarios, site builders must constantly search for trouble spots that cause visitors confusion and frustration. Good site defense can make or break the customer experience.
In these pages, you'll see hundreds of real-world examples from companies like Amazon, Google, and Yahoo that show the right (and wrong) ways to get defensive. You'll learn 40 guidelines to prevent errors and rescue customers if a breakdown occurs. You'll also explore how to evaluate your own site's defensive design and improve it over the long term.
This book is a must read for designers, programmers, copywriters, and any other site decision-makers who want to increase usability and customer satisfaction.
Format: Paperback
Pages: 264
Edition: 1
Publisher: New Riders Defensive Design for the Web is about creating a contingency plan for the unexpected errors users may experience with your web site. It is about keepingcustomers at your web site and preventing user frustration with navigationand/or purchasing. 37 Signals knows how to prevent customers from leaving.In this book they share their highly sought-after knowledge by using their real worldexamples. Topics covered include: proper ways to handle errormessaging, graphic design, instructive text, information architecture, backendsystems, and customer service techniques to help visitors get back on trackafter a problem occurs. How many times have you gone to purchase somethingonly to get five screens into the transaction when an error message pops up?Do you go back one screen and re-enter the data? Do you start over from thebeginning? Will your credit card be charged twice? This book tells you what todo to prevent these confusions for users. With the economy tough, keepingcustomers happy is a key initiative of companies today. 37 Signals clients boasta 40% sales increase, $1MM additional ad revenue, and a 66% faster load timeafter they apply the tactics of what 37 Signals teaches. The topic of contingencydesign is a hot topic and is currently being covered by Yahoo!, the New YorkTimes and the Washington Post, among others. Anyone interested in keepingcustomers happy and purchasing, needs to read this book.
Published: 02 Mar 2004
ISBN 10: 073571410X
ISBN 13: 9780735714106
Book Overview:
Chicago-based 37signals (www.37signals.com) is a team of web design and usability specialists dedicated to simple, and usable, customer-focused design. 37signals popularized the concept of contingency/defensive design in various articles and white papers and via the web site DesignNotFound.com. The team also has conducted workshops and presentations on the topic for a variety of conferences and companies.
37signals clients include Microsoft, Qwest, Monster.com, Clear Channel, Panera Bread, Meetup, Performance Bike, and Transportation.com. Work has been featured in the New York Times, Sports Illustrated, Washington Post, on CNN, and in numerous other publications. Team members have appeared as featured speakers at AIGA Risk/Reward, Activ8, South By Southwest, HOW Design Conference, ForUse, and other conferences. Additional information can be found at www.37signals.com.
This book is authored by Matthew Linderman with Jason Fried. Other members of the 37signals team include Ryan Singer and Scott Upton.
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