UX should be unobtrusive and transparent – it should “just work”

“Like the perfect score to a film, a good user experience is unobtrusive and transparent to the consumer because ‘it just works.’” – Jeffrey Olson

This quote is from Jeff’s article “5 Universal Principles For Successful eCommerce-Sites”

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1. User experience is the center of gravity of a project
2. Customers don’t view a company in terms of silos or business units
3. User experience is the summation of considerations across UX disciplines
4. Experience is more based upon memory than reality
5. Leaders must become experience executives