If it Ain’t Broke, Fix it Anyway

This paper examines the increasing use of usability studies to aid the development of new media products and services – predominantly websites – and looks at whether the growing distinction of usability as a discipline in itself is counter productive to today’s requirement to provide more holistic and integrated marketing research services.  Specifically we will look at how usability is conducted both by ourselves, and other agencies, and look at the consequences of sacrificing broader user testing studies and NPD research, to focus on ensuring perfect functionality of product through isolated usability testing.

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