Becoming user focused

In the past I have been unfortunate enough to encounter website owners that are so obsessed with return on investment they put their business objectives above the needs of their users. Although in the short term this can generate returns, it is a dangerous path to tread.

It is very easy to become short sighted about business objectives and fail to see the bigger picture.

Take, for example, an ecommerce website that wishes to encourage more users to register when purchasing. A short term view of this objective might be to force users to register before they can place an order. However there is a serious danger you will alienate users.

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