Gerry McGovern: Usability and listening to customers have limits.
When asked, Amazon.com customers seemingly didn’t want one-click ordering. Jeff Bezos, founder of Amazon.com, felt otherwise. From his experience, he knew that people hated purchase processes. I read about this a couple of years ago and it really made me think. Here was someone who did not listen to his customers wishes, gave them something which they said they didn’t want, which after a while they really got to like.
In other words, don't turn off your brain. Usability tests and other User Centered Design activities are data points, not the gospel.
Posted by Karl
July 5, 2004 02:49 PM