As the Internet matures as a business tool, many organisations
are taking a shrewder approach to their online strategy.
The Web is now being assessed with the same rigour and creativity
that organisations apply to their other customer and business
touch points. In today's unsettled economy businesses need
to stop thinking about Web design and move to a more integrated
approach when creating online ventures. We feel developing
a specialist capability of Business Interaction Design,
a user experience design and development capability that
brings business value creation and visual expression together
into a single, focused approach.
Conventional application design typically focuses
on functionality. The belief is that if we provide enough
of the features that people have asked for, they will necessarily
use the system we have built.
Research and common sense show that this approach
is insufficient to deliver real economic returns. This is
because of a failure to take into consideration the habits
and aspirations of the target user community. The Internet
is littered with sophisticated technologies that generate
low business returns simply because customers don't care
enough to use them.
Business Interaction Design avoids