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Differentiate by Usability : Selling Good Interaction Design to Industrial Age Dinosaurs (30 Apr 2000)
I was asked recently by a client to detail, for senior management, exactly what features we had incorporated into our design to differentiate our new product from the competition. I couldn't answer the question immediately and let it pass without comment. The reason for this was simple. It's an Industrial Age question that requires an Industrial Age answer. It just isn't so easy to differentiate with features when you are designing an Information Age appliance using the very latest in User Centered Design techniques. However, communication with and education of senior management is an important part of all IT related work, so the question had to be answered and it was, with a Usability study!
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