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

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Shopping at Retail

A typical shopper, Lauren will stop today at two retail stores on her way home from work. She will make a quick visit to a discount store to pick up some eye drops, and then she will go to her favorite grocery store to shop for something for dinner.

Lauren usually purchases her eye drops at a drug store, but it would be out of her way today. She parks her car in the vast parking lot and walks through the automatic doors. At once, she's confused—there's no clear path to enter the store. In front of her are rows of grocery carts but she will not need them for her small purchase. She needs to make a decision to go to the right or left around the carts. She chooses to move to her right, but it takes her through a narrow path cluttered ...

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