At theBookseller.com, Ann Rafferty talks about her redesign of the Penguin UK site. In essence the site is moving a little in the direction of web 2.0 — of adding more interactive features and offering more content. Rafferty explains:
As to why we’ve redesigned (and this is by no means the end – there’s a list of more changes just waiting to take effect), the answer is simple. Our readers told us to. We conducted extensive quantative and qualitative usability research with a specialist consultancy involving a lot of sitting behind two-way mirrors and biting back squeals of frustration when real-life readers couldn’t use our site – and we listened to all of the recommendations that they made. Months of workshops, designing, testing and re-designing later and we’re happy that we’ve shifted our site from being a company on broadcast to being genuinely reader-centric.