When the end user is not the customer

When you are selling to the end user, you have to show him that your product will solve a problem for him, in a way that is worth the effort. You are forced to prioritise usability.

When you are selling to an intermediate who can make the purchase decision, the rules change. Now it will often revolve around feature lists. These are easy to check whereas usability is very hard to test. The customer is no longer the end user.

This does not mean that the product ends up bad, but it often does. You can often spot these products a mile away; they are extremely feature rich and getting to use them will take serious training. Simple tasks require numerous actions and user interfaces are inconsistent.

Think Blackboard for educational organisations or Epic’s (not these Epic) health-care platform, in Denmark “Sundhedsplatformen“.

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