“While great usability is a baseline requirement, there is far more involved in engaging customers on a Web site than simply making sure they can find specific content and perform particular transactions. Today’s mandate is to move beyond traditional usability. Instead of designing only for what visitors can do on a site, superior Web design is now responsible for determining what customers will do.” – Eric Schaffer

Read Eric’s article “Beyond Usability: Designing Web Sites for Persuasion, Emotion, and Trust” for his thoughts on important aspects of design beyond usability.

1. Make it easy for customers to perform useful tasks
2. Understanding the specific activity we’re supporting is critical to good design
3. As UX designers, we orchestrate a complex series of interactions
4. Design is more than the aesthetic. Design is fundamentally more.
5. Great design is storytelling at its finest