Advertisement

Incorporating Marketing Strategies to Improve Usability Assurance in User-Centered Design Processes

  • Iunia C. Borza
  • José A. MacíasEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9169)

Abstract

Nowadays, international companies have been using different strategies in order to obtain more attractive products and get a higher impact on the market. But when referring to software products, it is necessary to keep in mind that such strategies are affected by specific quality criteria as usability. Usability and marketing can be combined to offer more attractive products. In fact, specific instances of marketing technics have been gradually adopted by software engineers to improve usability. All in all, there is a lack of systematic approaches dealing with the integration of both marketing and usability through activities in a user-centered development process. To face such challenge, in this paper we have selected the most important marketing strategies to be integrated as activities in a user-centered process model. Activities were classified into Pre-Development, Development and Post-Development, and they have been sorted out depending on the marketing processes taking place before, during and after the development of a software product, respectively.

Keywords

Usability User-centered process ISO 9241-210 Marketing 

Notes

Acknowledgements

This work has been supported by the funding project S2013/ICE-2715 granted by the Madrid Research Council.

References

  1. 1.
    Guzzo, T., D’Andrea, A., Ferri, F., Grifoni, P.: Evolution of marketing strategies: from internet marketing to m-marketing. In: Herrero, P., Panetto, H., Meersman, R., Dillon, T. (eds.) OTM-WS 2012. LNCS, vol. 7567, pp. 627–636. Springer, Heidelberg (2012)CrossRefGoogle Scholar
  2. 2.
    Lewis, H.G.: Effective E-mail Marketing. The Complete Guide to Creating Successful Campaigns. American Management Association (AMACOM), New York (2002)Google Scholar
  3. 3.
    Guha, S., Cheng, B., Francis, P.: Challenges in measuring online advertising systems. In: IMC, pp. 81–87. ACM, New York (2010)Google Scholar
  4. 4.
    Ashutosh, N.: Holistic marketing of software products: the new paradigm. IJCSMS Int. J. Comput. Sci. Manag. Stud. 11(01), 1–7 (2011)Google Scholar
  5. 5.
    Verhoef, P.C.: Understanding the effect of customer relationship management efforts on customer retention and customer share development. J. Mark. 67, 30–45 (2003)CrossRefGoogle Scholar
  6. 6.
    Stephen, V.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. J. Mark. 68, 1–17 (2004)Google Scholar
  7. 7.
    ISO International Standard: Ergonomics of human-system interaction – Part 210: Human-centered design for interactive systems (ISO 9241-210:2010), www.iso.org (2010)
  8. 8.
    Nielsen, J.: Usability Engineering. Academic Press, Boston (1993)Google Scholar
  9. 9.
    Kitchenham, B.A.: Procedures for Performing Systematic Reviews. Keele University, Technical report TR/SE-0401 and NICTA Technical report 0400011T.1 (2004)Google Scholar
  10. 10.
    Fischer, H., Nebe, K., Klompmaker, F.: A holistic model for integrating usability engineering and software engineering enriched with marketing activities. In: Kurosu, M. (ed.) HCD 2011. LNCS, vol. 6776, pp. 28–37. Springer, Heidelberg (2011)CrossRefGoogle Scholar
  11. 11.
    Kotler, P., Armstrong, G.: Principles of Marketing, 15th edn. Pearson, New York (2014)Google Scholar
  12. 12.
    Benini, M.J., Batista, L.L., Zuffo, M.K.: When marketing meets usability: the consumer behaviour in heuristic evaluation for web. In: CLIHC 2005, pp. 307–312. Cuernavaca, México, 23–26 Oct 2005Google Scholar
  13. 13.
    IEEE Standard 1074-2006: IEEE standard for developing a software project life cycle process (2006)Google Scholar
  14. 14.
    Macías, J.A.: Integrating internationalization in the user-centered software development process. In: Patrick Rau, P.L. (ed.) HCII 2013 and CCD 2013, Part I. LNCS, vol. 8023, pp. 243–252. Springer, Heidelberg (2013)Google Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Escuela Politécnica SuperiorUniversidad Autónoma de MadridMadridSpain

Personalised recommendations