In the past few months I've run into quite a few designers, studios, 
developers, etc. who have begun offering Usability services to their 
clients. However after talking to them for a while it becomes clear that 
they really don't know what Usability is (they've never conducted a 
usability test, are unfamiliar with many common best practices, don't 
have any training, and so on and so forth...). Instead it would seem 
that they have picked up on the importance of usability and have 
included it in their services to better promote themselves to clients.

I've also noticed that most of these individuals I've spoken to mistake 
Usability for a set of logical conventions. Something like "button A 
goes in the top left corner because thats where it would logically 
go..." or "module B should look like this because most sites do it that 
way..."  They forget that while many usability best practices may 
conform to logical thinking, the user's expectations are what matter and 
if that differs from what you believe is logical, well... you need to 
make adjustments.

So I ask you: Is this the price we pay for growing popularity of 
Usability and User-Centered Design?

Have you noticed other groups doing similar things?

Does it bother you as much as it does me?

-adam
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