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Make Them Do All The Work

16 Nov 2002

There’s an interesting thing about a lot of the services companies build on the Web – they shift the burden of data entry from a customer support representative to the end user. Think about buying an airline ticket. You search for fares. You enter your personal data. You print out the confirmation. It’s a benefit for both companies (they can cut down on support personel) as well as users (they can control and verify the data being entered) – but only if the site is designed carefully. Lane takes a look at this issue in the latest Adaptive Path essay. ​

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