As User Experience professionals, we are often faced with features that produce revenue but are counter productive to a good user experience. In her role as Director of User Experience for Hotwire.com, Melissa Matross regularly lamented the global navigation banner ads on the site. The response: “If you want to get rid of them, find a way to replace the the revenue.”
By understanding the Hotwire experience, you will gain insight in ways to manage the difficulties of changing systemic experience-poor (but money making) features and turn “bad” revenue into good.
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