Executive Summary (This is a document excerpt)

Today's average Web site has a disappointingly long list of user experience problems. Ironically, many remedies are common knowledge, and many of the problems have already been solved — on other sites. And while other problems can't be solved simply by following the example of others, they can be systematically put to rest by applying tried-and-true methodologies. The real shame is that the time and energy soaked up by wrestling with tired old problems leave little opportunity for site managers to address the new competitive battleground: innovation that can lead to experience-based differentiation.

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