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

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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

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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

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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

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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

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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)

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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

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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)

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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

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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

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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

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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)

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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

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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

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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

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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

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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

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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)

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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

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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

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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)

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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

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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

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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

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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)

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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

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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)

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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

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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

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