« Working with designers | Main | Halo effect, data-driven UX, design is not art »

June 15, 2007


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All good points. I can't begin to count the number of times I've argued with clients about reducing the number of form fields. People (especially marketing folks) are so eager to ask questions and collect all the data they can, that they fail to see the trade-offs, not only in theoretical usability but in real dollars. Shopping-cart abandonment rates are still huge, and it doesn't take many irrelevant or personal questions to turn a buyer off. At the same time, the irony is that most of that data goes into a pile somewhere, never to be looked at.

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