Refining Design for Business

Using analytics, marketing, and technology to inform customer-centric design

Innovation and technology have forever changed what it means to be a business. Some businesses now exist only online; increasingly, companies are being built with new technologies that require new skills; and customers are routinely accessing businesses via interactive visual and audio experiences–through web pages or apps, computers, and mobile devices.

These experiences are based on design, which has never been so important to the business world. Customers interact with designs by looking, clicking, typing, listening, speaking to, and touching them. These interactions largely occur where and when the customer chooses: alone on the couch at home, at work, at social events, while traveling on an airplane, and elsewhere. When people say they “read an article,” “bought a friend a gift,” “watched a video,” or “booked a hotel,” they’re talking about engaging with businesses by interacting with their designs.

No matter how great a business idea is, or what technology it relies on behind the scenes, a company needs to express itself visually in a way customers will understand and be able to interact with easily in order to be successful. The number of ways to translate an idea into a design is infinite, but which designs will also drive customer value? Michael Krypel’s Refining Design for Business answers this key question, showing you how to build a successful online business by creating engaging and measurable customer experiences.

In this book, you will learn how to:

• Change the standard design process most companies follow to enhance accountability for generating business and customer value, while creating new opportunities for collaboration and innovation.

• Understand customer goals and build a strategic marketing plan to continually realign the business around them.

• Use A/B testing and segmentation strategies to personalize experiences across a business.

• Develop new approaches through “visual business cases” that show how different companies have solved problems, including before-and-after examples of what the online businesses themselves actually looked like.