Stupid users are returning properly working products

Returns
95% of consumer electronics products returned to retailers are working “properly”, according to Accenture.

? ? ? ? ?

“Only 5 percent of consumer electronics products returned to retailers are malfunctioning — yet many people who return working products think they are broken, a new study indicates.

The report by technology consulting and outsourcing firm Accenture pegs the costs of consumer electronics returns in 2007 at $13.8 billion in the United States alone, with return rates ranging from 11 percent to 20 percent, depending on the type of product.”

Perhaps the definition of the word “properly” might just be a bit too narrow.

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  1. i have been just reading a book by alan cooper – user experience design famous guru – and he was presenting there various cases of persona based design. in most of them from a gropu of few personas based on some customer segments they were choosing the least advanced user of computer and adjusting the interface to his particular needs.. they even put stron pressure on clients personal/emotional needs such as not being frustrated or humiliated by a system too diffcult to run.. this might mean they were returning products that were not well designed