Prospect Experience Design
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What makes you want to stick around? If you decide to take a walk in
the woods on a Sunday afternoon, aren't you more likely to take your
time and meander around if you are on clearly marked trails, each with
a beginning and end that you're familiar with? This would be in
contrast to getting off trail, or lost somehow. When we get lost, our
objective becomes urgently clear: get found, and get out. If you all of
a sudden find yourself lost in the woods, chances are your walk is
going to end up being a lot shorter than it would have if you felt safe
and comfortable the entire time.
The same is true for websites...