This interview I found on MarketingSherpa.com is an interesting read and has lots of useful nuggets for anyone trying to create an excellent ecommerce experience. Especially interesting to me, considering the “user centered” mantra that I tend to hear a lot, is the balanced approach that Larry described for developing the right content for the site. First he highlights “Use consumer insights to drive content development”, like feedback, surveys, usability etc. In the next breath he describes “Use cross-company innovation to drive content development” stating
“A lot of powerful features come from asking ‘what if?’ Some of the best features I’ve seen released have started with someone having an idea at the gut level and then working it through with their colleagues.”
I think its important to balance the external influences and the internal talent. Not enough companies leverage the intellectual capital that they have living in there organization.
Read the whole interview on MarketingSherpa.com : Practical News & Case Studies on Internet Advertising, Marketing & PR
