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Why Good Design Doesn’t Always Guarantee Success

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Daniel F. Cuffaro, Design Manager, Altitude Inc.; Brian Vogel, President, Altitude Inc.; Brian Matt, Founder and CEO, Altitude Inc.


If a customer’s total experience surrounding a product is bad, it can supersede everything else about the product, even its outstanding design. “Good design is, of course, a primary building block of the total customer experience,” acknowledges Daniel Cu




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