|"[A clerk] is more likely concentrating on goals like appearing competent at his [or her] job and keeping himself [herself] engaged with his [or her] work while performing routine and repetitive tasks, although he [she] may not verbally (or even consciously) acknowledge this...Products designed and built to achieve business goals alone will eventually fail; personal goals of users need to be addressed. When the user's personal goals are met by the design, business goals are far more effectively achieved"||Alan Cooper, Goal-Directed Design|
|"...we always return to users' goals. They are the bedrock upon which interaction design should be practiced."||Alan Cooper, Goal-Directed Design|
|"In the 1960s NASA found that achieving 100 percent performance cost as much as 50 times the cost of achieving 95 percent performance. It is likely that such costs have gone down over 40 years, but the point is that you should only use the higher benchmark if you are willing to pay the piper.)"||Jeff Rubin & Dana Chisnell, Handbook of Usability Testing|
|"Novice can mean many things to many different people, and it is important that you take responsibility for translating buzzwords into operational definitions."||Jeff Rubin & Dana Chisnell, Handbook of Usability Testing|
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