Using web sites should be easy and pleasant, just like a great experience in a shop, hotel, or library.
I believe that the all Web sites can be made lovable - easy, rewarding and pleasurable to use.
Most web sites suck, even ones created by experienced and highly-paid web designers. They're either hard to navigate, confusing, cryptic, badly organised, badly written, stupid, obscure, rude, over-designed, under-designed, or simply don't give us what we want.
Too often we are left feeling either stupid, let down, frustrated, or angry. This situation is not okay any more.
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