The pro guide to user research

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Web usability is often seen as either a point on a checklist or a statistic you get by watching punters try out your site. Yet if you think that’s it, you’re missing out on some really useful methods for creating websites. The ideas for sites come from a variety of places, but a lot of the time, we as web designers simply apply what we’ve done before, or what the competition has done. Sometimes, that approach can backfire. Take the situation where Target used the same review feature as Amazon but failed to generate user content.

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