How to engage a two-way conversation

How to ensure the ultimate user experience

Alan O’Rourke

Usability? Why Should You Care?

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The Ultimate User Experience

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Good Usability

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amazon.com Hello. Sign in to get personalized recommendations. New customer? Start here. Your Amazon.com Today's Deals Gifts & Wish Lists Gift Cards FREE 2-Day Shipping, No Minimum Purchase Your Account | Help Advanced Search Browse Subjects Hot New Releases Bestsellers the new york times® best sellers Libros en español Bargain Books Textbooks Amazon.co.uk Find "seth godin purple cow" on Amazon.co.uk Purple Cow and over 225,000 other books are available for Amazon Kindle – Amazon’s new wireless reading device. Learn more Purple Cow: Transform Your Business by Being Remarkable (Hardcover) by Seth Godin (Author) "Marketers for years have talked about the five Ps of marketing..." (more) Key Phrases: Krispy Kreme, New York, Postal Service (more...) 189 Reviews 5 star: 54% (103)4 star: 23% (44)3 star: 6% (13)2 star: 5% (11)1 star: 9% (18)See all 189 customer reviews...4.1 out of 5 stars See all reviews (189 customer reviews)List Price: $20.95 Price $14.25 & eligible for FREE Super Saver Shipping on orders over $25. Details You Save: $6.70 (32%) In Stock. Ships from and sold by Amazon.com. Gift-wrap available. Want it delivered Wednesday, January 28? Order it in the next 20 hours and 29 minutes, and choose One-Day Shipping at checkout. Details 45 new from $10.22 35 used from $8.30 5 collectible from $19.95Frequently Bought Together # This item: Purple Cow: Transform Your Business by Being Remarkable by Seth Godin# The Big Moo : Stop Trying to Be Perfect and Start Being Remarkable by The Group of 33# Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin Editorial Reviews From Publishers Weekly The world is changing ever more rapidly, and the rules of marketing are no different, writes Godin, the field's reigning guru. The old ways-run-of-the-mill TV commercials, ads in the Wall Street Journal and so on-don't work like they used to, because such messages are so plentiful that consumers have tuned them out. This means you have to toss out everything you know and do something "remarkable" (the way a purple cow in a field of Guernseys would be remarkable) to have any effect at all, writes Godin (Permission Marketing; Unleashing the Ideavirus). He cites companies like HBO, Starbucks and JetBlue, all of which created new ways of doing old businesses and saw their brands sizzle as a result. Godin's style is punchy and irreverent, using short, sharp messages to drive his points home. As a result the book is fiery, but not entirely cohesive; at times it resembles a stream-of-consciousness monologue. Still, his wide-ranging advice-be outrageous, tell the truth, test the limits and never settle for just "very good"-is solid and timely. Copyright 2003 Reed Business Information, Inc. Add to shopping cart Product Description You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.

amazon.com Hello. Sign in to get personalized recommendations. New customer? Start here. Your Amazon.com Today's Deals Gifts & Wish Lists Gift Cards FREE 2-Day Shipping, No Minimum Purchase Your Account | Help Advanced Search Browse Subjects Hot New Releases Bestsellers the new york times® best sellers Libros en español Bargain Books Textbooks Amazon.co.uk Find "seth godin purple cow" on Amazon.co.uk Purple Cow and over 225,000 other books are available for Amazon Kindle – Amazon’s new wireless reading device. Learn more Purple Cow: Transform Your Business by Being Remarkable (Hardcover) by Seth Godin (Author) "Marketers for years have talked about the five Ps of marketing..." (more) Key Phrases: Krispy Kreme, New York, Postal Service (more...) 189 Reviews 5 star: 54% (103)4 star: 23% (44)3 star: 6% (13)2 star: 5% (11)1 star: 9% (18)See all 189 customer reviews...4.1 out of 5 stars See all reviews (189 customer reviews)List Price: $20.95 Price $14.25 & eligible for FREE Super Saver Shipping on orders over $25. Details You Save: $6.70 (32%) In Stock. Ships from and sold by Amazon.com. Gift-wrap available. Want it delivered Wednesday, January 28? Order it in the next 20 hours and 29 minutes, and choose One-Day Shipping at checkout. Details 45 new from $10.22 35 used from $8.30 5 collectible from $19.95Frequently Bought Together # This item: Purple Cow: Transform Your Business by Being Remarkable by Seth Godin# The Big Moo : Stop Trying to Be Perfect and Start Being Remarkable by The Group of 33# Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin Editorial Reviews From Publishers Weekly The world is changing ever more rapidly, and the rules of marketing are no different, writes Godin, the field's reigning guru. The old ways-run-of-the-mill TV commercials, ads in the Wall Street Journal and so on-don't work like they used to, because such messages are so plentiful that consumers have tuned them out. This means you have to toss out everything you know and do something "remarkable" (the way a purple cow in a field of Guernseys would be remarkable) to have any effect at all, writes Godin (Permission Marketing; Unleashing the Ideavirus). He cites companies like HBO, Starbucks and JetBlue, all of which created new ways of doing old businesses and saw their brands sizzle as a result. Godin's style is punchy and irreverent, using short, sharp messages to drive his points home. As a result the book is fiery, but not entirely cohesive; at times it resembles a stream-of-consciousness monologue. Still, his wide-ranging advice-be outrageous, tell the truth, test the limits and never settle for just "very good"-is solid and timely. Copyright 2003 Reed Business Information, Inc. Add to shopping cart Product Description You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.

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The original: Worst performer

15% better conversion

30% better conversion

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DIY Do-It-Your-Self

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User Experience & Usability is not Rocket Science It is just a series of small simple tests

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“When I am working on a problem, I never think about beauty... But when I have finished, if the solution is not beautiful,

I know it is wrong.”

— Richard Buckminster Fuller

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Experiment Have Fun

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Thank You Presentation test version 0.2

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What one part of this presentation should I improve?

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More reading:

The Big Red Fez by Seth Godin

& Don't Make Me Think! By Steve Krug