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.
Organize with the customer in mind - this quite probably does not match the company org chart.
... Boo.com is less than helpful for shoppers. See ZDNet techupdate.
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