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

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Chapter 6. Designing Intuitive Online Customer Shopping Models

One of the most important goals in website design is to ensure that customers can easily and intuitively navigate a website. The closer the experience is to being a “no brainer,” the closer it is to a good, customer-centric design.

Operating a website is like operating a car. The controls of a car are its buttons, knobs, and switches that start the car, turn on windshield wipers, adjust seats for comfort, and play music. The controls of a website are graphical elements and text displayed as buttons and links. Just as each make of automobile may have different ways of operating the controls, websites do also. For example, in one car make and model, the windshield wiper control is ...

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