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Putting Context Into Context (04 Jan 2005)
When purchasing a computer from, you have the option to configure the machine and get exactly the options you want. Once you've reached a configuration you're satisfied with, you can save it, print it out, fax it to someone, or e-mail it.

When the designers at Dell added this functionality, they knew something other online computer retailers didn't know. They knew that computers were high ticket purchases and that people, when buying one, often need to seek the approval of a high authority (such as their boss or spouse). The design needed to provide an easy way for someone to stop the purchase process and go off to get that approval.

How did the designers at Dell realize this important requirement while virtually every other vendor missed it? They understood something the other vendors didn't. They understood the “context” of buying a computer.
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