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Maria reviews the results of the test with the team, and they agree to go with the second topic tree, but incorporating some elements of the first audience tree that worked particularly well. This is the structure they build the site with, and when they run a usability test on the alpha version, it performs well except for a few minor changes that they can make before the site is released.
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Don't dismiss this is a straw-man example; over the years we've seen an astonishing number of websites are created using Tom’s single-design genius method (or something very close to it). The Toms of the design world may be talented, but they are often curiously reluctant to use empirical tools to test their designs before the website ships. And the odds of them getting everything right the first time are very low. That translates into a high risk for the organization.
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