Side bars list obstacles and techniques. 3 different but successful ways to integrate usability into development. Success makes company successful and raises HFE credibility. Working with customers directly makes HFE more visible. HFE is possible even with schedule pressures.
Labs can be cheap for some products.
No substitute for first hand observation of users. Must be analyses first, designed in at the front and tested for at the end with real users. Many reviews before design. Conceptual design and visual design. Review internal inconsistencies and then derive ratio scale.