It has called my attention a new navigation system on Target.com site that lets you “shop by color“. My first thought was, well, we people shop by color so not a big deal, isn’t it?… Wrong. In fact, this feature is the outcome of deep research on consumer behaviour.
Keeping user perspective is one of the most trickiest things to do when you’re designing an experience. Take online surveys for instance: no matter how hard your try it, after struggling for hours with decision trees, quota programming and fancy flash items, your are not able anymore to see simple experience mistakes. Hopefully web designers, in general, had the same problem and they already have the recipe: research, research and research.