UX is an acronym for "user experience." It's a term used to describe the overall experience and satisfaction a user has when using a product or system.

Good UX makes people happy and makes businesses more successful. But if UX is ignored, the results can be very bad indeed. Here are a couple of nightmare UX stories.

Our job at FatDUX is to make sure you make a positive impression at key brand touchpoints, such as your website.

The reservoir of goodwill
No one goes to a site saying, "I will hate this site." Most folks want to like it; they are willing to give you the benefit of the doubt if you make minor mistakes.

But each time something goes wrong, some of their goodwill is lost. Do enough things wrong and your visitors will run out of goodwill and go somewhere else.

Worse still, they don't just leave, they leave disliking your site. And by extension, that means they don't like you, your products, and your services.

Worst of all, studies show that people who have a negative experience are likely to tell 17 other people. If they have a good experience, they will tell 3 - which means a good experience must be as good as it possibly can be!

Good experiences refill the tank
Happily, when you do something right, you start to refill the goodwill resevoir. You build trust in your company, empathy with your products, and loyalty to your brand.

Noted author Steve Krug first described the reservoir concept in his best-selling book, Don't Make Me Think.

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