eCommerce Registration and the Path of Least Resistance

The best interface, is no interface.” These were the pearls of wisdom offered by Alan Cooper back in 2012. Fast-forward six years, and here we are with ecommerce: forced registrations, whimsical delivery times, late/cancelled deliveries, basket analogies, wishlists, broken mobile-web journeys & impersonal recommendations.

If “Customer is King” and we follow User-Centered Design (or any of the other variants of UX), why is it that businesses, marketing and even sometimes UX put obstacles in the way of users reaching their goals?

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