Chapter 3. Managing for ROI


“Here’s an idea: The next time you’re telling a story, have a POINT! It makes it so much more interesting for the listener!”

 --Neal Page (Steve Martin), Planes, Trains & Automobiles

We’re admittedly more annoyed than most by bad web design. But it isn’t bad design itself that really bothers us. It’s the missed opportunity to do something right. The wasted potential. And the wasted effort.

It takes as much or more time and money for companies to create poor designs—and thus poor user experiences—as it would take to create good designs and good user experiences. We hate seeing all that money being left on the table.

Our goal is to help you get the most from your web investment. To do so requires avoiding much of the dysfunction ...

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