This is an example of the 9 most important pages of an ebook, made with Google Slides.

1. They Like
WHAT
Tell Them
Melding User Experience
with Commonsense &
Confidence
AcmeCompany

2. INTRODUCTION
The People who Actually
Pay Us
“You’ve got to
start with the user
experience and
work back to the
technology. ”
Steve Jobs has a quote which, when developers
hear it, often causes them to re-evaluate the
way they design and code software.
It framed the way he and his brand created
their products, and to this day is the chief
characteristic of the most successful
businesses in the world.

3. That’s why we created this ebook.
When you want to create a product that generates a
buzz, inspires others, and sells successfully, you do
so first and foremost with your end user in mind.
Yet many businesses fail because they focus far too
much on matching exactly what they’ve identified
as “desired” in their target market.
Unless you communicate why your product is what
your target market wants or needs, you’ll simply be
chasing your tail, never satisfied and never
successful.
This ebook is your guide to uncovering your
business’ user-experience, but more than that it is
your business’ guide to selling that experience to
your user, and finding success along the way.
Yours truly,
John Smith
Senior Director of UX, AcmeCompany
“If I’d asked my customers what they wanted,
they’d have said a faster horse.”
– Henry Ford

4. CHAPTER 2
Why You Need a
User Experience
Vision
CHAPTER 1
Introduction to
User Experience
CHAPTER 3
How to Publicize
your Vision
CHAPTER 4
5 Tips of Writing a
User Manual
Page 5
TABLE OF CONTENTS
Page 12
Page 25Page 18
CHAPTER 5
Conclusion
Page 32

5. Introduction to User Experience
Chapter 1:
“People’s behavior
makes sense if you think
about it in terms of their
goals, needs, and
motives”
- Thomas Mann
At its core, creating a product with user experience
in mind is about successfully identifying and
addressing the habits, desires and circumstances of
your users.
It’s about creating something which is intuitive,
simple, and effective for a specific group of people
(not you, not your CEO, not your mother or your
child but your end user.)
Even more frustratingly,
the “habits, desires and
circumstances” of your
users are constantly
changing as technology
and your competitors
change the way they address user experience.
Achieving this dynamic, ever-changing and
ephemeral ideal is difficult to say the least, so let’s
give you a couple methods to uncover your own UX
objectives.

6. Attitudinal vs Behavioral Analysis in UX
This distinction can be summed up by contrasting
"what people say" with "what people do".
The purpose of attitudinal research is to
understand, measure, or inform change of people's
stated beliefs, which is why attitudinal research is
used heavily in marketing departments.
Quantitative vs Qualitative in UX:
Due to the nature of their differences, qualitative
methods are much better suited for answering
questions about why or how to fix a problem
whereas quantitative methods do a much better job
at answering “how many” and “how much” type of
questions.
The following chart illustrates how the first two
dimensions affect the types of questions that can be
asked....
Head to the
Next Page

7. What people do
How many
& How
much
Why &
How to
Fix
What people say
Qualitative
(Direct)
Approach
Quantitative
(Indirect)
Behavioral
Attitudinal
DataSource
Questions answered by research methods
based on Data Source & Approach:
Source: http://www.nngroup.com/

8. Chapter 1
Key Points
1.
2.
3.
Focus on staying at the forefront
of UX design by keeping a close
eye on competitors and
technological capabilities.
Keep in mind when designing for
UX that what people say (and
believe) is often different from
how they act.
When phrasing questions for a
focus group or poll, keep your
objective in mind. Are you looking
for quantitative or qualitative
data?
AcmeCompany

9. CONCLUSION
Did you get value
from this ebook?
Learn more about User Experience from an
AcmeCompany Customer Success Lead today!
Optimizing for user experience is a combination
of constant testing and unshakable confidence
(an odd combination to be sure).
The chapters of this ebook gave you a solid
background from which to launch your new
company to UX success.
Want to learn more about designing for
conversions? We break it all down in our
Complete Guide to Website Optimization.
LEARN MORE