User Interface Structure

Users are seen lost in a maze and cannot find the shopping area of the site.

But Big Bucks the Manager of the site proudly projects a six per cent conversion rate calling it "above industry average". However, Beeky the Researcher is not convinced. He'd rather call it a 94 per cent failure.

Eric explains the cause: "If the user can't find it. They can't buy it. They can't use it. They can't appreciate it. They won't pay for it. And you will be out of business."

Gist: A good information structure is the foundation of a good design.

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