Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth...
-
Upload
josh-levine -
Category
Design
-
view
106 -
download
2
description
Transcript of Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth...
![Page 1: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/1.jpg)
Hi James
April 5, 2012
PRESENTED BYJosh Levine & Jordan Lustig
UXUSABILITY WHEN DOES ONE TRUMP THE OTHER?
& DESIGN
![Page 2: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/2.jpg)
Hi James
![Page 3: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/3.jpg)
END-TO-END ECOMMERCEDESIGN & DEVELOPMENT
Founded 2002, Independent•
Manhattan•
50 Hands-On Employees•
Transactional Expertise•
IMA Top 10 Agency
DESIGN
JOSH LEVINECXO
![Page 4: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/4.jpg)
UX
JORDAN LUSTIGDIRECTOR OF PRODUCT MANAGEMENT
Omni-Channel Luxury Retailer•
Launched Saks.com in 2000•
New York Based•
46 Stores in 22 States•
Dedicated to our Customers
![Page 5: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/5.jpg)
2 YEARS AGO TODAY
![Page 6: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/6.jpg)
Hi James
UsabilitySo what is it?
![Page 7: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/7.jpg)
THE EASE OF USE OF A HUMAN-MADE OBJECT.
WHAT IS IT?
![Page 8: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/8.jpg)
ON THE WEB,IT IS NECESSARY FOR SURVIVAL.
WHY SHOULD YOU CARE?
Copyright: Jakob Nielsen’s Alertbox
![Page 9: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/9.jpg)
IF YOUR SITE HAS POOR USABILITY,PEOPLE LEAVE.
![Page 10: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/10.jpg)
HOW DO WE CREATE USABILITY?
![Page 11: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/11.jpg)
1 On first encounter with an interface, it must be easy to accomplish basic tasks without needing to acquire new skill sets.
LEARNABLE.
![Page 12: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/12.jpg)
2 Customers achieve maximum productivity in minimum amount of time. Performing tasks can be accomplished easily and quickly.
EFFICIENT.
![Page 13: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/13.jpg)
3 Locate what you are looking for, providing multiple ways of finding things.
FINDABLE.
![Page 14: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/14.jpg)
4 What is learned on the first encounter is easily applied to other areas/tasks within the site and easily retained for subsequent visits.
MEMORABLE.
![Page 15: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/15.jpg)
5 It is easy to recover. Errors don’t lead to a cascade of additional problems and wasted time.
FORGIVING.
![Page 16: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/16.jpg)
Analytics
User Testing
Multivariate
Prototyping
Wireframes
Surveys
WHAT ARE THE TOOLS?
![Page 17: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/17.jpg)
Hi James
DesignSo what is it?
![Page 18: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/18.jpg)
A SET OF PRINCIPLES CONCERNED WITH THE NATURE AND APPRECIATION OF BEAUTY, ART, TASTE.
WHAT IS IT?
![Page 19: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/19.jpg)
CREATES AN EMOTIONAL CONNECTION
WHY SHOULD YOU CARE?
![Page 20: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/20.jpg)
AND TELLS A COMPELLING STORY.
WHY SHOULD YOU CARE?
![Page 21: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/21.jpg)
HOW DO WE CREATE GREAT DESIGN?
![Page 22: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/22.jpg)
ColorTypeTextureImagery
The
ELEMENTS
![Page 23: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/23.jpg)
BalanceUnityContrastWhite SpaceRepetition
The
PRINCIPLES
![Page 24: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/24.jpg)
ULTIMATELY, GREAT DESIGN ESTABLISHES
Emotional ConnectionBrand StoryVisual OrganizationCredibility Delight
![Page 25: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/25.jpg)
ARE USABILITY AND DESIGN REALLY AT ODDS?
![Page 26: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/26.jpg)
The beauty of the Web lies in its function, not its form, and I would rather that my sites attract attention because they are widely useful and usable than because they are pretty.
“
U
![Page 27: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/27.jpg)
UWhile a high-quality site is important, the majority of people today value usability more than good looks or fanciness.
“
![Page 28: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/28.jpg)
DLook after the design and usability will look out for itself.
“
![Page 29: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/29.jpg)
DAttractive things work better.“
![Page 30: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/30.jpg)
USABILITYDESIGN
DIRECT FROM FLORIDA
RINGSIDE AT ORLANDO 1:30 PMWEDNESDAY
![Page 31: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/31.jpg)
Hi James
HarmonyDesign and Usability are not separate entities. Truly compelling experiences consist of harmonious balance.
![Page 32: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/32.jpg)
USABILITY
FUNCTION
UTILITY
HOW IT WORKS
EASE OF USE
PLEASURE USABILITY
AESTHETICS USABILITY
AESTHETICS
FORM
BEAUTY
HOW IT LOOKS
JOY OF USE
![Page 33: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/33.jpg)
COMPANIES NOT NORMALLY ASSOCIATED WITH AESTHETICS, NO LONGER SACRIFICE FUNCTION FOR FORM.
BIG GUYS ARE CATCHING ON
![Page 34: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/34.jpg)
Hi James
SaksSaksHow we found harmony.
![Page 35: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/35.jpg)
NAVIGATION REDESIGN
CASE 1
![Page 36: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/36.jpg)
![Page 37: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/37.jpg)
** Note: Need to replace this footer with final, live version **
BEFORE
AFTER
![Page 38: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/38.jpg)
HOW WEDID IT
BEFORE DESIGN
Define roles & ownership.Business requirements.Dig in to data and brand.Create KPI’s and testing strategy.
DURING DESIGN
Sketch before wires.Multiple iterations.Get management buy-in.
AFTER DESIGN
Test.Share findings.Measure and refine.
![Page 39: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/39.jpg)
** Note: Need to replace this footer with final, live version **
Modernize design.Be more on brand.Maximize real estate.More flexibility.Fulfill long term strategies.Must integrate within existing site.
BUSINESS GOALS & REQUIREMENTS
![Page 40: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/40.jpg)
![Page 41: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/41.jpg)
![Page 42: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/42.jpg)
![Page 43: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/43.jpg)
** Note: Need to replace this footer with final, live version **
![Page 44: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/44.jpg)
** Note: Need to replace this footer with final, live version **
![Page 45: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/45.jpg)
Stubborn IT folksSubjective executives
The significant othersArrogant designers
Grumpy product owners
DISPUTE IS INEVITABLE. AND HEALTHY.
![Page 46: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/46.jpg)
CATEGORYLANDING PAGES
CASE 2
![Page 47: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/47.jpg)
![Page 48: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/48.jpg)
More flexibility for creative.Maximize real estate.Leverage opportunities with vendors.More editorialized content.Bring more emotion (too flat).
BUSINESS GOALS & REQUIREMENTS
![Page 49: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/49.jpg)
![Page 50: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/50.jpg)
![Page 51: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/51.jpg)
MOBILECHECKOUT
CASE 3
![Page 52: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/52.jpg)
![Page 53: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/53.jpg)
MOBILE – CHECKOUT / OLD (jordan, do you have a screenshot of Step 1?)
![Page 54: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/54.jpg)
MOBILE – CHECKOUT / NEW (Jordan, send me any updated screenshots)
![Page 55: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/55.jpg)
Hi James
Doing It Right?
So Who’s
![Page 56: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/56.jpg)
![Page 57: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/57.jpg)
BUT MOST OF ALL, DIFFERENTIATE
![Page 58: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/58.jpg)
![Page 59: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/59.jpg)
![Page 60: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/60.jpg)
![Page 61: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/61.jpg)
![Page 62: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/62.jpg)
CREATE A PLATFORM TO SHOWCASE YOUR PRODUCTS
BEAUTIFUL ON THE INSIDE TOO
![Page 63: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/63.jpg)
![Page 64: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/64.jpg)
Hi James
Use the page to eliminate effort.
![Page 65: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/65.jpg)
Hi James
![Page 66: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/66.jpg)
Hi James
![Page 67: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/67.jpg)
Hi James
![Page 68: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/68.jpg)
![Page 69: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/69.jpg)
Hi James
TakeawaysKey
![Page 70: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/70.jpg)
Usability is Design.
Design is having an effect on your customers whether you are consciously in control or not.
Easy-to-use isn’t good enough. Design is what differentiates it.
FACE IT
![Page 71: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/71.jpg)
Everything must have a purpose.
Don’t let design decisionsinterfere with key UX principles.
KPI’s
Clarify roles & responsibilities.
PRACTICE IT
![Page 72: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/72.jpg)
Empathize – treat your co-workers as partners.
Debate. Move on. Test.
PROTECT IT
![Page 73: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/73.jpg)
Everyone needs to be a brand champion.
Integrate into your culture.
Style guides are crucial and constantly evolve.
PREACH IT
![Page 74: Usability vs Design – When Does One Trump the Other? AI (Alexander Interactive) and Saks Fifth Avenue](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c7438d4a7959272a8b4570/html5/thumbnails/74.jpg)
Hi James
Harmony
Josh Levine
Jordan Lustig