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

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The Catalog Shopping Experience

Renee was excited to finally get the latest version of her favorite catalog. She looked forward to sitting in her comfy chair, watching TV, and browsing through the pages to select her favorite products. She had to admit, though, she was a bit annoyed at having to purchase the catalog. Why, she thought, should she have to pay for the opportunity to browse through someone's store? Even though the company gave her a coupon to redeem with her first purchase, she equated the practice with paying a toll to enter a retail store. If you purchased something in the store, the retailer would give you back the toll. Otherwise, you'd have to pay.

Nevertheless, Renee knew she would pay the price again to get the catalog. She ...

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