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Wolff Olins’s Mary Ellen Muckerman explores what a focus on user experience could mean for business.

“The principles and theories of UX have created a new normal in terms of brand delivery and interaction. They state that how people actually use your product is much more important than how it was intended to be used. So engaging your consumer in ongoing, iterative product development is more valuable than holding out for a “perfect” product launch. It is far better to get started in a live environment and be prepared to change fast around the needs of the user. As a result, consumers need to know what to expect from your product, as well as what you expect from them. This means they need openness and transparency from you. If they make choices online based on honesty and credibility of comments, forums, and communities, they’ll expect you to be a part of that same engaged and involved culture.”

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