November 28, 2017
Much of the day-to-day work of UX design focuses on optimizing manual, paper-based processes through the use of technology. Consider Amazon’s origins, for example. Buying a book from a catalog has been around since 1498 when Aldus Manutius published a catalog of the books he printed. Almost 500 years later, Amazon put their catalog online and created a virtual, online experience for people to buy books.
In Amazon’s early years, this focus led to innovative steps in traditional transaction-based human–computer interaction (HCI). With transaction-based HCI, the user gives a command (search for a book) and the system responds (a list of books). Over time Amazon has introduced a user experience in which the system uses analytics with customer input and actions to identify and recommend potentially interesting books and products. This experience becomes more than simply a sales ally; it is a synergy between Amazon and the customer — an effective partnership in which the outcome…read more
By Rob Keefer, Lisa J Douglas