The Usability Blog
A Practical Guide to User Experience Insights

Usability Required for Successful Customer Experiences

Dallas, TX, August 7, 2007 — According to expert panelists from the Usability Professionals’ Association’s (UPA) Summer 2007 Conference, easy-to-use customer experiences will become a competitive requirement, fueling increased demand for usability services. Increased corporate need, coupled with expertise shortages, is forecast to result in customer experience quality risks that will have to be mitigated through external partnering, training and cross-functional capabilities building.

University of Texas School of Information Associate Professor Randolph Bias served as one of the panelists. Professor Bias notes, “As a practitioner in the usability field, I have observed businesses increasingly relying on usability services firms such as Usability Sciences to ensure that customer experiences are usable and continually improving. Utilization of usability best practices ensures that site visitors do have successful, memorable experiences. If the user, however, is required to toil through poor usability, customer experience success is unlikely.”

According to Kerry Bodine’s report about the UPA’s panelist conclusions “The Future of Usability: Industry Experts Look Into The Crystal Ball”, Forrester Research, Inc., July 2007, “Successful customer experiences combine usability with usefulness and desirability. Mainstream consumers tune out when information is not useful or relevant: Nearly half of consumers who visit a landing page leave in less than 8 seconds.”

Scott Kincaid, Usability Sciences’ Vice President agrees: “Younger prospective consumers that have grown up surrounded by technology, content and branded companies vying for their valuable attention tend to abandon their intended task much more quickly when the digital experience is judged to be not-usable or useful to them. These snap judgments occur very quickly. Because we can evaluate the customer experience through our online Attitudinal Analytics® technology, offline usability lab solutions, and Field Studies, our clients seek us out to help them ensure that their sites deliver usable experiences that effectively engage their site visitors.”

Taking business demand and need to provide usable experiences into account, Bodine added, “Usability Sciences, one of the largest user experience vendors in the US, saw 28% growth in 2006 and projects even greater growth in 2007.”

About Usability Sciences:

For nearly 20 years Usability Sciences has been helping clients discover the attitudes, intents, and behaviors of their customers so they can leverage the power of their digital presence across all customer channels. Hundreds of the largest multi-national, multi-channel companies have chosen Usability Sciences to increase sales and conversion rates, improve brand loyalty, and differentiate themselves from competitors.


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“From beginning to end, everyone I interacted with from Usability Sciences was professional and thorough. I was impressed with the testing technology, the methodology and especially the team that led the project. This is one of the most impactful pieces of research I have ever delivered to my team. Thank you!”

Kevin King
Senior Director of Digital Media, A&E Television Networks

“USC managed tight timelines and a client team that was tough to wrangle, But more importantly, the quality of the work was exemplary. It's work I would hold up as "the way we should do things" and share as a case study across the organization.”

Group Product Director
Digital Marketing, Pharmaceutical Company