…ces and, more important, how we — the entire team, not just the design department — define success. Our goal is not to create a deliverable or a feature: It’s to positively affect customer behavior or change in the world — to create an outcome.”
…rst time the organization is thinking about user experience, it’s likely the costs are pretty high. In one instance, we found that the costs of handling password resets at a large bank were costing the call-center support team $75,000,000 each year. That large number was enough to quickly get the attention of senior bank management.