The document discusses ways to improve the Costco website user experience. It notes that younger users are more accustomed to online shopping while Costco has had slow e-commerce adoption. User testing found the website hard to search and led to negative experiences. The goal is to help users find items within a minute. Challenges include the website feeling cluttered and confusing users of all ages. Three key points to improve are reducing what makes people feel overwhelmed, ensuring usability for all ages, and increasing trust in product quality. Ideas to address these include improving visibility, reorganizing categories/information, and using minimalistic design.