Everything was clean and simple, even when I was making the payment I could edit my credit card info to update just my expiry date. There was nothing to make me question what I was doing (except if i decided to). In fact, I could even add the book to my “Wish List” if I didn’t want to buy it online. Here’s a screenshot form my iPhone of the book I decided I wanted while eating breakfast; the most important elements above the fold:
It may seem simple and straightforward, but a lot of thought and testing would have gone into deciding what information to include and where and at what stage of the purchase process. Maybe nothing is perfect, but that doesn’t mean you can’t approach it and reach the limit (don’t make me break out calculus here, no one wants that, especially me).
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