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

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A New Method: Retail Task Analysis

We've invented a new method for usability measurement and added to the traditional tool set. It's imperative to measure against a retail dimension, particularly with e-commerce, because the customer experience online must be at least on par with or better than a customer's current shopping experience. This, in most cases, means the retail store.

While most task analysis compares an online store against improvements over itself or against a competing website, the customer's most proficient experience is with retail. Thus, the shopping comparisons are more logically made to physical shopping rather than to another virtual site.

This methodology applies the same principles to shopping and takes traditional mystery ...

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