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| | Reality Check |
 | | The paper uses the allegorical experience of a 'real' user to provide some powerful insights into how, and by what rationales, the e-marketeers, graphic designers, web designers and programmers responsible for many B2C sites are creating user experiences on the web that are confusing, frustrating and time consuming. |
 | | Having explained the main problem areas, it goes on to explain why 'clicks and mortar' companies may be better placed to exploit the web than many pure e-tailers, not just because of their business experience, brand identity and multi-channel capability, but because they retain a focus on the importance of user-centred thinking. |
 | | It was really strange how the sign just seems to hover there, the sign seems so out of place there on the busy retail park, and the more he looked at it, the more it didn’t stop looking like something that shouldn’t be there. |
| www.uidesign.net /Articles/Papers/RealityCheck.html (4475 words) |
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