Know-How Exchange : Strategy

If you''re trying to find ammunition that will convince others in your company that UI matters in B2B, you could go back to Donald Norman''s "Psychology of Everyday Things" in which he shows a photo of a classically "designed" bank of dozens of switches and gauges, very symmetrical. But one of them determines whether the nuclear plant goes critical or not. So the staff duct-taped beer taps to the switches, because each beer tap is unique, and they could see without thinking which switch did what.

But you can also prove your point empirically on your own product by letting real customers try it out, even in its unfinished state. Have them talk through what they''re thinking as they try to use the product, and video it all for those who aren''t present, or want to try to distort history after the fact. That''s the proof that it matters. This is illustrated richly and painfully (because he talks about his own failures) in Eric Ries''s new book, "The Lean Startup."

In addition to the book, or before you get it, you can go to:
www.udemy.com/Eric-Ries-Lean-Startup (course)
The Lean Startup | The Movement That Is Transforming How New ...
theleanstartup.com/
The official website of all things Lean Startup presented by Eric Ries.
Lessons Learned: The lean startup
www.startuplessonslearned.com/2008/09/lean-startup.htm

I`m sure that you will reading Business marketing management by Michael D. Hutt, Thomas W. Speh you will find a solution