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Chapter 6. Designing Intuitive Online Cu... > A New Method: Retail Task Analysis

A New Method: Retail Task Analysis

We've invented a new method for usability measurement and added to the traditional tool set. It's imperative to measure against a retail dimension, particularly with e-commerce, because the customer experience online must be at least on par with or better than a customer's current shopping experience. This, in most cases, means the retail store.

While most task analysis compares an online store against improvements over itself or against a competing website, the customer's most proficient experience is with retail. Thus, the shopping comparisons are more logically made to physical shopping rather than to another virtual site.


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