We’ve all experienced that “wow!” moment, when encountering an impressive looking website. Maybe the designers nailed the aesthetics, or effectively utilized a new display technique. Probably the first time seeing a rotating carousel, or parallax scrolling, or fluid scaling - our attention was captured.
And then, remembering that we came to the site for a reason, we scan, click, and scroll to find what we want. How easy that is - or how difficult - will determine whether we have a meaningful and rewarding interaction with the site, and the company behind it.