Strategies to Make E-Business More Customer-Centered

Abstract

Building user-centered business and experience design practices in the unpredictable world of digital business requires diplomacy, flexibility and, above all, creativity. In this chapter, we share our experiences of working within small and large organizations which were trying to “add” customer experience research and testing to e-business design and engineering. Working in leadership positions in four professional services firms and a digital startup, we have found that transforming e-business development practices requires understanding the specifics of each organization — and also stretching the methods and principles of human-computer interaction (HCI).