Cost-Justifying Usability, 2nd Edition

extent of the problem. With data from this type of research it is then a short step

to produce an economic model of the impact such issues are having on the

bottom line. This actual example showed that the cost of fixing the Web-based

interface (approximately $150,000) was more than balanced by the cost of reac-

quiring lost customers and damage to the underlying brand attributes of the

bank. In this example customers were high net-worth individuals. It is important

to point out that in many tactical applications usability science is a powerful and

cost effective means of diagnosing the problem. It is not a means of creating a design

solution. Such expertise ...