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Get over the complicated and keep it simple

There’s an old rule of thumb that says 95% of the people only use 5% of the functions. This is never more true — as Donald Norman pointed out in … Read More

The $10 donor is dead.

In 1976, Dutch economist Peter van Westendorp introduced market researchers to the Price Sensitivity Meter — a technique for determining consumer price preferences. The approach uses a series of questions to … Read More