By Étienne Garbugli | August 11, 2010 | 2 Comment
A lot of succesful products have poor usability. Inversely, a lot of highly usable products have no users. Usability is the starting point, not the end goal (Guillaume Thoreau).
It’s a lot harder to make a product compelling than usable. So, forget about usability for a moment. Focus on what can make your product great: the copy, the brand experience, the look & feel, the purpose, the ease of use, the performance, the emotional response; the overall user experience.
Your product should have soul and stand for something. When it does, resume usability testing. Your product’s fundations will be that much more solid.
Etienne works at the intersection of Technology, Product Design and Marketing. He’s a two-time Startup Founder, a four-time entrepreneur and a UX research expert. Etienne published Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps entrepreneurs around the world build successful businesses.