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

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Preface

Nothing would be more disturbing than discovering that customers find shopping on your website frustrating and confusing. Worse yet, what if most of them said they would not purchase from you based on that experience? It would not only be disturbing, it would mean disaster for your business.

Online shopping research we've conducted over the past several years confirms that people will purchase on websites that are easy to use. And, they won't purchase on websites that are confusing or take too long to find what they want. Confusing websites lack customer focus.

Creating a customer-focused superior online shopping experience is the key to consumer-centered design. By adopting the techniques in this book, you will improve the success rates ...

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