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

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A New Kind of Shopper

Shoppers are more knowledgeable than ever before. The Internet allows access to information that was previously unavailable to them. They also have more places to shop—retail stores, online stores, catalogs, and TV shopping networks.

To customers, shopping is shopping. They have ingrained knowledge that doesn't often transfer easily between the kinds of stores they shop, unless these stores are designed to be familiar. Each store has a unique format, yet customers seek consistency from format to format. Intuitive store design is based on how people shop for products and applies that knowledge to the store plan.

People shop on the web because they seek information about products to purchase and because it's convenient. Sometimes ...

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