One commonly held objection to developing a superior user experience, is that it takes too long. The argument goes that, if you wait to get it right then you'll be late to market and the opportunity will be lost. The objective isn't to say 'Ready! Aim! Aim! Aim! Aim! Aim!, Fire', but 'Ready! Fire! Now adjust your aim for effect...' In this short white paper, we present an approach which allows you to do both in a controlled and reasoned fashion - move quickly to respond to market demands, whilst developing a superior user experience.
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