Web Review: "At a recent workshop, we asked one group of people to structure information for a restaurant that allows people to order pizza online. At the same time, a second group was asked to pretend that they were actually planning to order dinner using the site, and to put down all the information they would look for. When we compared notes after 15 minutes, we found that the group doing the information structuring had gone into great depths on issues like "positioning," "brand building," and "competitive strengths." The group that wanted to use the site had a lot more mundane questions like, "Can I pay the person who will deliver?" "Will there be free oregano and chili flakes?" "Do I need to give directions to my house?" and "Can I place an order for tomorrow?" The earlier group had also considered some of these questions, but in the hierarchy of their information, this wasn't top-drawer stuff. For the consumer, this formed the bulk of the critical information." (2001-01-28)