In the customer evaluations, there were a variety of reasons for shopper task failure. Even when shoppers were successful, the experience on most websites left them feeling frustrated.
At the end of each test, we asked customers to rate their overall satisfaction with the websites. We also asked them whether or not they would be inclined to purchase from the online store based on their experience.
In recent testing sessions, 33 percent of shoppers said they would purchase from the real online stores, while 100 percent said they would purchase from the customer-centered designed prototype store.
Earlier in this chapter, we provided customer comments when things weren't working well for them while shopping ...