Check out the full article on Forbes. Here was my contribution:
Don’t Be Penny Wise But Pound Foolish
My advice for any organization that decides to focus on UX for the first time is to bring in an expert who knows it and has proven experience in executing. The website is the face of your company, so don’t cheap out on this expert. You may save a few thousand on his consulting fee or salary/bonus, but how many millions of dollars in sales will a poorly done redesign[/entity] chase away?