Designing sites is a great opportunity, especially when you are lucky enough to be surrounded by clever and experienced people. When you can combine extremely talented people at all the different levels you require to build a website the results can be amazing. Although traditional advertising agencies are starting to learn that they need to further integrate the technical implications of the production of a website into projects, user experience is just as important and often overlooked by so many agencies. Design is considered the Holy Grail but this can hide some ugly surprises when the user experience aspect of the website is overlooked. Experience architecture when used in a rigorous way can really help to understand what will help the end-users of a site will be looking for, how and where to include it in your website.
While reading an article on SearchEngineLand I was happy to see that the experience architecture aspect of a site build was nicely touched upon. First impressions count. It really does give you an extra insight into the way the site can be successful when you try to understand how people will react to a site, what they are looking for and how designing it differently can help you help them find what they are looking for quickly without compromising the design.
The gut feeling is an important factor with today's fast moving generation Z, the same gut feeling can be tested with various personas you have identified as your key target population to make sure that you don't alienate your other personas from previous generations.
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