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

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Shopping Online

A typical online shopper, Michael will shop and browse today at four websites. His first virtual stop will be to order office supplies for his two-person realty office because the part-time bookkeeper/secretary is on vacation. He knows that she typically shops from a couple of name-brand stores because they offer next-day desktop delivery service. That makes it extremely convenient, because he discovered the office has only one sheet of brochure printer paper left. Michael has an important open house in a couple of days and needs to print out the home listing. Besides the brochure paper, he'll also purchase a color inkjet cartridge—just so he won't run out—and boxes of staples, paper clips, and envelopes.

He doesn't bother looking ...

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