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When we developed our web usability benchmarking tool - a tool to measure web site usability and directly compare the usability of one web site with another - we knew that collecting the data was only half the battle. We knew that companies don't act on usability data unless senior management are swayed by the findings. So we set to work devising a way to present the data in a format to help them managers engage with the data.

n this article, we contrast the "sales cycle" and related models with the "experience cycle" model. The sales cycle model is a traditional tool in business. The sales cycle frames the producer-customer relationship from the producer's point of view and aims to funnel potential customers to a transaction. The experience cycle is a new tool, synthesizing and giving form to a broader, more holistic approach being taken by growing numbers of designers, brand experts, and marketers. The experience cycle frames the producer-customer relationship from the customer's point of view and aims to move well beyond a single transaction to establish a relationship between producer and customer and foster an on-going conversation.

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Morpholigical chart