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Studies of user behavior on the Web find a low tolerance for difficult designs or slow sites. People don't want to wait. And they don't want to learn how to use a home page. There's no such thing as a training class or a manual for a Web site. People have to be able to grasp the functioning of the site immediately after scanning the home page—for a few seconds at most.

Jakob Nielsen
http://www.informationweek.com/773/web.htm

Usability should be the ulitmate goal of any designer in any project.

Usability testing is the process of observing users interacting with a particular object or system with a view to finding the points of failure and reducing or removing them. If a system has "good usability" then it can be considered to be easy to use from the first interaction. Poor usability results in failure to complete desired goals, and thus a poor return on investment (ROI).

2am Webworks has extensive experience in usability testing and consulting and has worked with partners such as Australian Red Cross Blood Service and Mummy's Wish for the Paint The Town Red campaign, Clemengers BBDO for Economic Development Queensland, JWT for the Melbourne Writers Festival, and Engine Group for Gold Coast Commonwealth Games 2018.