“When our online service channels fail to meet the needs of our customers, if we’re lucky, customers will resort to an alternative channel to get the assistance they need. In doing so, our customers offer us the potential of gaining rich insights into their needs and mental models. Feedback forms, complaints, call center logs—all of these tell us valuable information about customers’ failed interactions. It’s in the nature of user experience work that we really begin to understand the success of our designs only after a project goes live. We minimize the risk of a complete failure by using iterative design methods and carrying out usability testing at various stages of the implementation. Whether we follow user-centered design or activity-centered design or even agile development methods, there is a certain element of uncertainty about the quality of the finished result until it hits the production servers.” (Steve Baty – UXmatters)