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It's Not Just Usability (06 Sep 2004)
An application that does something really great that people really want to do can be pathetically unusable, and it will still be a hit. And an application can be the easiest thing in the world to use, but if it doesn't do anything anybody wants, it will flop. UI consultants are constantly on the defensive, working up improbable ROI formulas about the return on investment clients will get from their $75,000 usability project, precisely because usability is perceived as "optional," and the scary thing is, in a lot of cases, it is. In a lot of cases. The CNN website has nothing to be gained from a usability consultant. I'll go out on a limb and say that there is not a single content-based website online that would gain even one dollar in revenue by improving usability, because content-based websites (by which I mean, websites that are not also applications) are already so damn usable.

Over the next decade, I expect that software companies will hire people trained as anthropologists and ethnographers to work on social interface design. Instead of building usability labs, they'll go out into the field and write ethnographies. And hopefully, we'll figure out the new principles of social interface design. It's going to be fascinating, as fun as user interface design was in the 1980s, so stay tuned.
Article URL: http://www.joelonsoftware.com/articles/NotJustUsability.html

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