Fulfilling the Promise: Borrowing from "Usability" for Better Cu

Noel Franus of CiQ in an article on Marketing Profs.com talks about bridging the gap between usability and marketing people.

Regardless of what you've heard about usability, set it aside for now, because what's important is the concept's overarching principle: the goal of usability, or user-centered design, is to build useful products and usable websites by a) researching customer needs and b) building solutions based on those needs.

The objectives of user-centered design are nearly the same as those within an advertising agency's account planning department, or with most respectable marketing research groups?you're trying to understand your customers' behaviors and motivations, and you want to let that knowledge influence the direction of your product and its promise.