Couple of reasons for the hate-on: Lack of consistency across various projects; one methodology for one type of project will not work for another. This makes it difficult for execs and project managers to accurately gauge the cost effectiveness of a project, which would drive any money person nuts. It is the number one area everyone can throw in their 2 cents so it means different things to different people It's often seen by execs as saving a failing project, of course when it doesn't, its the first to blame. The people who do UCD often cannot relate it to a monetary value for the senior team, again another reason to dislike what is seen as a 'vague' profession based on feelings - in complete contrast to business philosophy.
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