When designing user interfaces common sense is really important; make it easy for your users to complete their tasks and achieve their goals, and they will be able to buy your product or service easily. Ignore major usability issues and even if your users were initially interested in what you had to offer, they will soon give up. In today’s world, where it’s not difficult to find an alternative to your product, good usability is not optional, it’s essential. However, just because someone is able to complete a task, it doesn’t mean they will. That’s where emotions come into play.

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The usability of a product is contextual and depends on the different roles of users, environments and tasks they need to do. It’s important to measure effectiveness relative to these and to make sure we have quantitative and qualitative data to help us collect information and compare against benchmarks.

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