I think this article is pretty efficient at describing a lot of what we took away from our Module 4 projects. It talks about a recent survey by Which? Magazine that ranks UK retailers’ websites in terms of their user experience. It shows that the top websites are personal, intuitive to use, and present their products and relevant deals to consumers in a straightforward way. The worst sites are clunky, have content not representative of their brand, and require more work than need be at checkout. The article raises a good point that I saw after my user experience studies: businesses that do not have the money to focus on their website should not ignore the digital side of business, but can be simple and direct their users to what they can find in the store.