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Chapter 8. Case Studies

This chapter presents four case studies that demonstrate integration of knowledge from previous chapters. It gives examples of how combining customer insight, web usability engineering principles, and retailing and catalog techniques provided in earlier chapters dramatically improved the online experience for the customer and increased sales for the merchant. The principles, processes, and methodologies can be applied to your specific needs and include a broad spectrum of goals for improving the customer online store experience.

Each of the four case studies were projects that started with customer needs. They are the following:

  1. HP and Computers4SURE.com (an Office Depot Company)—improving customer ability to find and select from complex product categories

  2. HPshopping.com—engineering customer shopping conveniences

  3. The Wine Gallery—helping customers find and select wines online

  4. HP—improving information flow patterns for internal information “customers”

Each of these case studies uses the techniques in different ways to show how they can be combined and recombined to meet specific needs and goals.


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