Link To Full Story: uxmag.com
This question arose again recently as we kicked off a major web project with a client. The goals of the project were typical enough: improve usability, differentiate the firm, and close the gap with competitors.
But that was the problem. These goals have become the stock objectives for most major web initiatives, pulled from the shelf and recycled for every website and product redesign. And it’s not hard to see why. They’re safe. They’re familiar to your colleagues. They provide easy benchmarks and sometimes easy wins.
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