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

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The New Rules of the Online Renaissance

E-commerce is moving into a new era, a renewal of consumer faith in this evolving channel. This channel is also moving into a reawakening of the need for customer-focused practices and considerations to survive and thrive in the new marketplace.

Fulfilling customer expectations, providing product value, and applying excellent usability engineering factors all contribute to a successful online shopping experience for customers. Unfortunately, most online shopping experiences do not yet meet the basic retail customer's shopping expectations. For people to shop online, the experience has to be on par or better than at retail. An improved and intuitive website is dependent on holistic integration of the following ...

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