Étienne Garbugli

Entrepreneur & Lean B2B Author

Forget about Usability

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.

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Étienne Garbugli

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.

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