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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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The Trouble with Websites

Many websites have products that people can't find. It is clear that a big gap exists between how online stores are organized and how customers want to shop for products. This results in unsuccessful searches and abandoned shopping carts. Shoppers give up when they can't find what they are looking for easily and quickly.

Most websites lack a customer-focused approach. Web developers often design e-commerce websites that are database driven rather than customer driven. Database-driven websites are organized around products that an online store has for sale and are designed for efficiencies of code. Customer-driven websites are based on how a customer shops for the products on the website and are designed after understanding ...

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