Why dont more digital agencies conduct usability phases?
Theres no point building the latest in socially connected branding mechanisms if they simply dont work or are too frustrating to use. Too many times I have seen a huge mobile phone or FMCG brand burn thousands on a campaign whose digital component is simply infuriating. Pretty pictures and flashing lights may work for billboards, but interactivity requires a user-centric design process, the outcome being one of form and function. It’s time more people talked seriously about functionality, labelling and usability at project kickoffs. But agencies often overlook this key phase, and the result is an execution that, however pretty, ultimately leaves the consumer pretty flat.
