Every time we start to talk about the need for usability I can immediately start to see people’s eyes glaze over, their heads start racing about how difficult this will make a project, oh, and then the infamous “how much does all that cost” comes up and the conversation about usability goes right out the window.  The point is that usability is the single most important issue with any online initiative, if you want results.  If your going to do an online project (i.e. website, blog, ppc campaign, social, etc) just because you have the money to do it, then save yourself a lot of work and donate your money to a worthwhile cause!  The simple fact is that if your not putting your customer at the center of the process you will fail!

I ran across a very good video that shows the development of an iPad application that was done in the heart of a department store with nothing but user input to move the development of the application forward.  This video demonstrates the need for usability, user-centricity and what can really be done when you listen to the voice of the customer.

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