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FutureNow Article
Monday, Jan. 1, 2007

Unspoken Assumptions in Action

By The Grok
January 1st, 2007

Unspoken assumptions in Apple’s conversion process undermine the online purchase of a 30GB iPod.

Poor Melissa. A dastardly somebody broke into my dear co-worker’s car and stole her video iPod!! *passes out tissues* This is a woman who lives the fully-integrated iPod life Apple imagines for its customers – podcasts, audiobooks, movies, TV shows, music. She was devastated. And she knew, without question, she had to replace her iPod immediately.

So she started her search for a replacement iPod the way many folks do: online through a search engine. How hard could it be for Apple to answer one important question and help her get back quickly into her pod-groove?

Harder than you might think … because the scenario Melissa stumbled upon was laced with Apple’s unspoken assumptions about what Melissa should need to know.

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