"Listening to customers and making sure your website is usable are important to website success. It is much more important, however, to have a website that delivers real value both to the organization and the reader. Going for value can sometimes mean going against customer feedback and usability best practice.
"When asked, Amazon.com customers seemingly didn’t want one-click ordering. Jeff Bezos, founder of Amazon.com, felt otherwise. From his experience, he knew that people hated purchase processes. I read about this a couple of years ago and it really made me think. Here was someone who did not listen to his customers wishes, gave them something which they said they didn’t want, which after a while they really got to like.
- Usability and listening to customers have limits