6. User Experience: Helping Buyers Make Purchasing Decisions
The five-person web design team for a large corporation nervously shifted in their leather chairs around the way-too-large mahogany table, while waiting for their newly appointed executive to arrive. They had reason to be nervous. Their new executive, three levels up from them, had requested the meeting because she wanted to review the new design system they had been working on for several months, in preparation for the upcoming website redesign for the company.
The new executive walked in, greeted everyone, and sat at the end of the long table. The manager of the design team had prepared for days for this moment, but nothing could have prepared him for what would follow.
The manager ...