Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems (Voices That Matter)

Buy-in is OK in flush times, but when resources are short, you need people who are fanatics—who can’t imagine not spending time and money on creating a top-notch user experience.

If you want people to use something you’ve built, they have to notice it first.

Problems turn out to have deep roots. When you go to fix some usability problems, it quickly becomes clear that they’re actually a symptom of some much larger unresolved conflict—about the site’s purpose or the company’s mission, for instance.