In my view the front end is as critical as the back end functionality but it is always a very delicate and difficult balance to get right. For travel, serving up the right mix of functionality for an ecommerce (as opposed to a pure content, although the rules apply to all) site can best be described as describing an iceberg from the surface in the dark wearing dark glasses. The user experience always ends up in a battle with different people in the organization fighting to drive their point of view as the dominant one. Keeping it relevant and interesting is actually a pretty hard thing to do. And everyone has an opinion… He is also one of the few people who approach the issues from a holistic view which covers not just the screen interaction but also the other supporting parts of the experience such as the customer service via email, chat and call center. |
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