A Shopping Experience?

Suppose you’re walking in the mall and you come to a store. It seems they’re offering some printing services but it is not exactly clear what. Before stepping through the door to find out more they want your email address.
Well. There’s not even a promise not to spam, so maybe you enter a fake email and poke your head inside the door for a look. After you give them the email you still don’t get to look at the products, they want more information.
At this point, I think you’re likely to say that your time and personal information is too valuable and walk on down the mall. There’s no privacy statement to say what they will or won’t do with your information. Without the web site demo to Refresh Phoenix last night I would have concluded this was an email harvester and been thankful it was a fake email they got. Only after all this information is entered does it become clear that they do business and promotional cards with the common themes from the free blogging sites.
A thorough review from a usability standpoint is in order. Involving a usability expert at the beginning would have saved time, money and generated more business.

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