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User Experience: Much sought-after X factor

Investing in a pleasurable, addictive experience for customers on a brand's site pays outsized dividends.

The success of all good UX-led digital products such as Spotify, Dropbox and Slack stem from sound research, and it starts by asking questions such as: "What can we do to get people to bring their friends back for more?"

INCREASED ownership of personal mobile devices and unfettered Internet access has given rise to a new breed of consumer - arguably some of the most informed yet impatient in history. The contest for attention has never been fiercer. Businesses seeking to meaningfully engage audiences and elevate

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