You’ll learn how to write web copy that addresses your readers’ needs and supports your business goals.Learn from real-world examples and interviews with people who put these ideas into action every day: Kristina Halvorson of Brain Traffic, Tiffani Jones Brown of Pinterest, Gabrielle Blair of Design Mom, Mandy Brown of Editorially, Randy J. Hunt of Etsy, Sarah Richards of GOV.UK, and more.Topics:* Write marketing copy, interface flows, blog posts, legal policies, and emails* Develop behind-the-scenes documents like mission statements, survey questions, and project briefs* Find your voice and adapt your tone for different situations* Build trust and foster relationships with readers* Make a simple style guide and collaborate with your team

    This is the first book on the topic of simplicity aimed specifically at interaction designers. It shows how to drill down and simplify user experiences when designing digital tools and applications.

    Yet information graphics is rarely taught in schools or is the focus of on-the-job training. Now, for the first time, Dona M. Wong, a student of the information graphics pioneer Edward Tufte, makes this material available for all of us. In this book, you will learn:to choose the best chart that fits your data;the most effective way to communicate with decision makers when you have five minutes of their time;how to chart currency fluctuations that affect global business;how to use color effectively;how to make a graphic “colorful” even if only black and white are available.The book is organized in a series of mini-workshops backed up with illustrated examples, so not only will you learn what works and what doesn’t but also you can see the dos and don’ts for yourself. This is an invaluable reference work for students and professional in all fields.

    In User Stories Applied, Mike Cohn provides you with a front-to-back blueprint for writing these user stories and weaving them into your development lifecycle.You'll learn what makes a great user story, and what makes a bad one. You'll discover practical ways to gather user stories, even when you can't speak with your users. Then, once you've compiled your user stories, Cohn shows how to organize them, prioritize them, and use them for planning, management, and testing.User role modeling: understanding what users have in common, and where they differ Gathering stories: user interviewing, questionnaires, observation, and workshops Working with managers, trainers, salespeople and other proxies Writing user stories for acceptance testing Using stories to prioritize, set schedules, and estimate release costs Includes end-of-chapter practice questions and exercises User Stories Applied will be invaluable to every software developer, tester, analyst, and manager working with any agile method: XP, Scrum... or even your own home-grown approach.

    The text also teaches students how to analyze the data they collect, and how to write an ethnography. The appendices include research questions and writing tasks.

    Wouldn't it be wonderful if we could actually visualize data in such a way that we could maximize its potential and tell a story in a clear, concise manner? Thanks to the creative genius of Nathan Yau, we can. With this full-color book, data visualization guru and author Nathan Yau uses step-by-step tutorials to show you how to visualize and tell stories with data. He explains how to gather, parse, and format data and then design high quality graphics that help you explore and present patterns, outliers, and relationships.Presents a unique approach to visualizing and telling stories with data, from a data visualization expert and the creator of flowingdata.com, Nathan Yau Offers step-by-step tutorials and practical design tips for creating statistical graphics, geographical maps, and information design to find meaning in the numbers Details tools that can be used to visualize data-native graphics for the Web, such as ActionScript, Flash libraries, PHP, and JavaScript and tools to design graphics for print, such as R and Illustrator Contains numerous examples and descriptions of patterns and outliers and explains how to show them Visualize This demonstrates how to explain data visually so that you can present your information in a way that is easy to understand and appealing.

    The range covered reflects the breadth of design, from hardware and software design, to architecture and Formula One. The book offers new insights and understanding of design thinking, based on evidence from observation and investigation of design practice. Author Nigel Cross, considered one of design's most influential thinkers, goes to the heart of what it means to think and work as a designer. The book is an ideal guide for anyone who wants to be a designer or to know how good designers work in the field of contemporary design.

    But twenty years into this movement, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop. The cost of these failures to U.S. companies alone is estimated to be well over $100 billion annually.In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most successful companies of recent years. Known as outcome-driven innovation, this revolutionary approach to new product and service creation transforms innovation from a nebulous art into a rigorous science from which randomness and uncertainty are eliminated.Based on more than 200 studies spanning more than seventy companies and twenty-five industries, Ulwick contends that, when it comes to innovation, the traditional methods companies use to communicate with customers are the root cause of chronic waste and missed opportunity. In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process. Rather than accepting customer inputs such as needs, benefits, specifications, and solutions, Ulwick argues that researchers should silence the literal voice of the customer and focus on the metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done. Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives.With the same profound insight, simplicity, and uncommon sense that propelled The Innovator's Solution to worldwide acclaim, this paradigm-changing book details an eight-step approach that uses outcome-driven thinking to dramatically improve every aspect of the innovation process--from segmenting markets and identifying opportunities to creating, evaluating, and positioning breakthrough concepts. Using case studies from Microsoft, Johnson & Johnson, AIG, Pfizer, and other leading companies, What Customers Want shows companies how to:Obtain unique customer inputs that make predictable innovation possibleRecognize opportunities for disruption, new market creation, and core market growth--well before competitors doIdentify which ideas, technologies, and acquisitions have the greatest potential for creating customer valueSystematically define breakthrough products and services conceptsInnovation is fundamental to success and business growth. Offering a proven alternative to failed customer-driven thinking, this landmark book arms you with the tools to unleash innovation, lower costs, and reduce failure rates--and create the products and services customers really want.

    Yet innovation is notoriously difficult. Only one in 100 new products is successful enough to cover development costs, and even fewer impact a company's growth trajectory. So how do you pinpoint the winning ideas that customers will love?Sifting through purchasing data for clues about what might sell and haphazardly brainstorming ideas are typical strategies. But Jobs to Be Done offers a far more precise and effective approach: determining the drivers of customer behavior - those functional and emotional goals that people want to achieve. Using the Jobs method, it becomes easy to see that people don't really need a quarter-inch drill bit but a quarter-inch hole. They're not buying just ice cream but also celebration, bonding, and indulgence. This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. Social media newcomer Snapchat, for example, used the Jobs process to capture the millennial demographic. By reducing functionality, the company satisfied its users' unmet need to document real life in the moment, without filters and "like" buttons.Packed with similar examples from every industry, this complete innovation guide explains both foundational concepts and a detailed action plan developed by innovation expert Stephen Wunker and his team. From unlocking customer insights to ideation to iteration, you'll learn how to:- Figure out what customers really want, even if they can't express it- Sort out valuable insights from less useful customer data- Dig into the underlying "why" of consumer behavior, not just the "what"- Target unaddressed jobs to be done that have the power to disrupt- Identify key customer segments you didn't know existed- Develop solutions that work with ingrained habits, not against them- Use a Jobs-based lens to get a broader view of the competition- Generate better ideas in brainstorming sessions and vet your solutions- Sidestep common mistakes, such as engaging in "feature wars"- Spot emerging trends that are changing how customers will behave- Work customer insights into the design process- And much moreJobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a road map for discovering new markets, new products, and new services, and helps you generate creative opportunities to innovate your way to success.

    

    Anderson takes a fresh approach to designing sites and interactions based on the stages of seduction. This beautifully designed book examines what motivates people to act.Topics include: AESTHETICS, BEAUTY, AND BEHAVIOR: Why do striking visuals grab our attention? And how do emotions affect judgment and behavior? PLAYFUL SEDUCTION: How do you create playful engagements during the moment? Why are serendipity, arousal, rewards, and other delights critical to a good experience? THE SUBTLE ART OF SEDUCTION: How do you put people at ease through clear and suggestive language? What are some subtle ways to influence behavior and get people to move from intent to action? THE GAME OF SEDUCTION: How do you continue motivating people long after the first encounter? Are there lessons to be gained from learning theories or game design? Principles from psychology are found throughout the book, along with dozens of examples showing how these techniques have been applied with great success. In addition, each section includes interviews with influential web and interaction designers.

    Ware's updated review of empirical research and interface design examples will do much to accelerate innovation and adoption of information visualization." —Ben Shneiderman, University of Maryland"Colin Ware is the perfect person to write this book, with a long history of prominent contributions to the visual interaction with machines and to information visualization directly. It goes a long way towards joining science to the practical design of information visualization systems." —from the foreword by Stuart Card, PARCMost designers know that yellow text presented against a blue background reads clearly and easily, but how many can explain why, and what really are the best ways to help others and ourselves clearly see key patterns in a bunch of data? When we use software, access a web site, or view graphics, our understanding is greatly enhanced or impeded by the way information is presented. By explaining in detail how we think visually, this book provides guidance on how to construct effective interactive information displays.This book combines a strictly scientific approach to human perception with a practical concern for the rules governing the effective visual presentation of information. Surveying the research of leading psychologists and neurophysiologists, author Colin Ware isolates key principles at work in vision and perception, and from them derives specific and effective visualization techniques suitable for a wide range of scenarios. Information Visualization offers practical guidelines that can be applied by anyone, and covers all facets of visual perception: color, organization, space perception, motion, and texture.* Major revision of this classic work, with a new chapter on visual thinking, new sections on face perception and flow visualization, an appendix on how to evaluate visualizations,and a greatly expanded chapter on color and color sequences. *New to this edition is the full-color treatment throughout, to better display over 400 illustrations.*From a leading researcher in the field of human perception who has brought together, in a single resource, all current scientific insight into the question of data visualization.

    In Speculative Everything, Anthony Dunne and Fiona Raby propose a kind of design that is used as a tool to create not only things but ideas. For them, design is a means of speculating about how things could be--to imagine possible futures. This is not the usual sort of predicting or forecasting, spotting trends and extrapolating; these kinds of predictions have been proven wrong, again and again. Instead, Dunne and Raby pose "what if" questions that are intended to open debate and discussion about the kind of future people want (and do not want).Speculative Everything offers a tour through an emerging cultural landscape of design ideas, ideals, and approaches. Dunne and Raby cite examples from their own design and teaching and from other projects from fine art, design, architecture, cinema, and photography. They also draw on futurology, political theory, the philosophy of technology, and literary fiction. They show us, for example, ideas for a solar kitchen restaurant; a flypaper robotic clock; a menstruation machine; a cloud-seeding truck; a phantom-limb sensation recorder; and devices for food foraging that use the tools of synthetic biology. Dunne and Raby contend that if we speculate more--about everything--reality will become more malleable. The ideas freed by speculative design increase the odds of achieving desirable futures.

    Most experienced designers would quantify this "legwork" with the term research. By engaging in competitive intelligence, customer profiling, color and trend forecasting, etc., designers are able to bring something to the table that reflects a commercial value for the client beyond a well-crafted logo or brochure. Although scientific and analytical in nature, research is the basis of all good design work. This book provides a comprehensive manual for designers on what design research is, why it is necessary, how to do research, and how to apply it to design work. As designers embrace research methodologies, they share a common vernacular with their clients, and establish respect as idea people. In an increasingly crowded marketplace, embracing research practices will ensure a continued viable role for designers in business. No other books address this issue for student and professional graphic designers. Books on how to do research are usually aimed at writers, business marketers, and scientists. The ability to execute effective research methods is as important to a career in graphic design as the ability to build a grid or layout a page. Understanding the needs of the client and the client's market are essential components of creating value.

    It draws on Robert Weiss's thirty years of experience in interviewing and teaching others how to do it. The most effective interviews, says Weiss, rely on creating cooperation -- an open and trusting alliance between interviewer and respondent, dedicated to specific and honest accounts of both internal and external events. Against the eclectic background of his work in national sample surveys, studies based on semi-structured interviewing, and participant observation, Weiss walks the reader through the method of qualitative interview studies: sample selection, development of an interview guide, the conduct of the interview, analysis, and preparation of the data. Weiss gives examples of successful and less successful interviews and offers specific techniques and guidelines for the practitioner.