Exactly why I wrote this.
Josh Elman

Agreed. I believe many UX designers are stuck evaluating the quality of a design solely based on its usability. While certainly important and most often the most important, it is only one aspect of a design. Some aspects that can be directly at odds with usability are efficiency, proficiency, and desirability are important as well. The best designs are a perfect balance of many aspects that appropriately match the context.

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