An article about Ambient User Experience, that is the elements that don't server a vital function on a web site, but none-the-less build part of the overall experience.
Here's a couple of examples of stores that reflect very different personalities through the UX: Nike vs Dell
Obviously they are visually very different, but look beyond that at the way they function. Nike is playful with lots of gadgets while Dell is almost purely functional and yet both allow the user achieve a similar objective, to choose, customise and buy a product.
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