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Complex computer systems find their way into everyday life, and at the same time the market is saturated with competing brands. This has made usability more popular and widely recognized in recent years, as companies see the benefits of researching and developing their products with user-oriented methods instead of technology-oriented methods. By understanding and researching the interaction between product and user, the usability expert can also provide insight that is unattainable by traditional company-oriented market research. For example, after observing and interviewing users, the usability expert may identify needed functionality or design flaws that were not anticipated.

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