Abstract
We are gradually learning that "user experience" is a critical factor in customer satisfaction and loyalty. A positive experience means a happy customer who returns again. Designers of software systems and web services have been digging deeply into how they might generate a positive user experience. They are moving beyond anecdotes about excellent examples of user experiences and are developing design principles. Phillip Tobias gives us a fascinating account of the emerging design principles that will generate satisfied and loyal users.
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