Four rules for great experience using the web

You are not the customer - the people who shop on the web are different from the people who create web sites.
Seek and ye shall (rarely) find - search engines that don't do the job.
... Search for Tylenol on www.drugstore.com.
Organize with the customer in mind - this quite probably does not match the company org chart.
Think small and think simple - the web is still a highly contrained medium.
... Check www.starbucks.com "beyond the bean".

Reference:
Mark Hurst, Creative Good Inc., www.creativegood.com