If you understand your customer’s unarticulated needs new ideas will arise effortlessly. But in order to understand intent one first needs to capture it. Zappos has managed to convert the humble ‘forward to a friend’ into an intent capturing machine. In the example below, by selecting a subject line browsers are identifying their intent:
[...] Retail noticed Zappos doing a very neat thing – using a drop-down menu on the forward-to-friend feature that captures the intent of the [...]
[...] If you need inspiration look at this example. Are we capturing intent through every action? e.g. forward a friend, email sign-ups etc Are we presenting products in every possible way? multiple pictures, video [...]