11 Amazon’s Kindle, its electronic book, magazine, and newspaper reader, has been far more successful than its SONY competitor. This could be at least somewhat infl uenced by the “Oprah factor”; the Kindle was fi rst introduced on the Oprah show and strongly endorsed by the mega-mogul. But the original Kindle had some physical problems—button placement and page-turn speed among them. Correcting these problems resulted in the Kindle2, released in 2009 to glowing reviews. What observation research might have been used in the redesign of the original kindle?