Usability for Nerds/Convincing decision makers
The first step in the design of a user friendly machine or software is to convince the decision makers that usability is important and that the usability of existing designs can be improved.
The decision makers may be managing directors, marketing department and development engineers in an innovative company. Some of these may have conservative attitudes to design and lack understanding of the importance of user friendly designs.
It is necessary to explain to these persons what usability is. The best explanation is examples. And the most convincing example you can give is probably a videotaped usability test of an existing product from the same company. Persons who are very familiar with such a product cannot imagine that users can have problems using their product until they actually see a video of a user having problems.