Étienne Garbugli

Entrepreneur & Author of Lean B2B

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.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.


Leave a Reply

Your email address will not be published. Required fields are marked *

Read previous post:
Build the minimum

When my partners and I began designing Flagback, a visual feedback tool, most of our time was split between the...