A few weeks ago, right before school started, my six-year-old son and I went to Herseypark amusement park, in Hershey PA. It’s about a three-hour drive from home, so going there was a commitment, and expectations were high, particularly since going there with his older brother and sister had been a ritual that we absolutely loved for years. I hadn’t been there for seven years, so I was interested to see what changes had been made, and hopeful that they’d kept everything we loved. Our natural first stop, before we’d even left home, was the web site. I’m thinking we’ll check out the rides (and, quietly, the height requirement) and maybe even buy tickets online so that we can just stroll through the gate. Good in theory, bad in practice. Think about this interaction: you google “Hersheypark” and of course up comes the “official” web site. Wouldn’t you want me, right then, to book online? Wouldn’t you want to offer … Continue reading →