It is really quite simple. When times get rough, usability is one of the most effective weapons you can use in business. In many ways usability is crusty and conservative, but it generates very stable returns. In fact, it generates returns better than virtually any other investment you can conjure up. Done right, it is a magic bullet.
Usability is all about profit.
While the focus is on users, the goal is profit. Just ask our clients. Usability research is conservative. It is not bold or brave. It is about tapping into your customers.