“Many of us in the field people now generally refer to as user experience have long used levels of severity as a means of indicating the criticality of a product’s or service’s usability issues to clients. Over the past several years, I’ve grown increasingly dissatisfied with the vague and somewhat solipsistic nature of the gradations UX professionals typically use to describe the severity of usability issues. High, medium, and low don’t begin to sufficiently explain the potential brand and business impacts usability issues can have.” (Paul J. Sherman ~ UXmatters)