Report

December 2000

• The online user experience typically disappoints.
• As Gen Y grows up, this problem will intensify.

• Scenario Design satisfies the goals of customers and partners.
• Management authority makes Scenario Design effective.

• Keep ownership of user scenarios in-house.
• Validate prototypes early and often.

• Companies will launch new scenarios, not new sites.
• Fast-response teams will mend experiences gone bad.

• Figure 1.  Todays Sites Offer A Poor User Experience
• Figure 2.  Scenario Design Answers Three Questions
• Figure 3.  A Persona Used By Cooper Interaction Design
• Figure 4.  Prioritize Which Users And User Goals To Serve
• Figure 5.  Document Detailed User Behavior Across Channels
• Figure 6.  Service Providers With Scenario Design Skills

 

• Companies Interviewed For This Report
• Related Research

• Great user experience + loss on every sale = out of business.
• If you keep building it, they'll get lost.
• The source of focus groups' unerring inaccuracy.