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

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Customer Online Shopping Task Analysis

This second part of the shopping model program leveraged from each of the methods of traditional user lab testing. Because it used real customers, it measured usability. Many companies study just the “store” and not how the customer interacts with it. This hybrid method encouraged customers to verbalize their thoughts as they went through the testing process.

While the benchmarking method measured the websites from a business perspective, this round of customer testing added the customer dimension and usability of the websites. The benchmarking and usability testing were designed to complement each other and to create a better purchasing sequence user interface shopping navigation model.

There were two primary ...

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