“Content is often the reason users come to your site.”
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User-centered design means understanding what your users need, how they think, and how they behave - and incorporating that understanding into every aspect of your process.
Jesse James Garrett 
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The more everybody knows about all aspects of the problems we face, the better off all of us will be. Less time spent explaining things means more time for coming up with creative solutions.
Jesse James Garrett
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Well, the whole story is in the book, but the short answer is that I was the first information architect in an organization that was traditionally design-oriented, and I felt I needed a tool to help me gain the trust and support of my colleagues.
Jesse James Garrett
56% of people like this quote