Chapter 1. New Rules of Engagement
What am I doing wrong? I guess they don't have it,” Charlotte muttered to herself while she attempted to hide her frustration. The fact is the major retail website Charlotte was exploring did have the product she was looking for; she just couldn't find it.
Charlotte is representative of hundreds of shoppers who participated in major task-analysis research conducted by Hewlett-Packard Company over the years to understand the customer challenges of online shopping. The scenario for her task was simple: “Your printer is out of ink. Go to this website, and find and purchase what you need to get it going again.”
Charlotte knew exactly what she was looking for. The product was a popular item in its category, and ...
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