Jesse James Garrett, who coined the term AJAX, says that consumers want a personal relationship with the products they use, reports PC World.

The inventor of the term AJAX (Asynchronous JavaScript and XML), urged attendees at The Rich Web Experience conference in San Jose, Calif. Friday to emphasize user experience when designing products.

Jesse James Garrett, founder of the Adaptive Path consulting firm and coiner of the term AJAX, stressed that users want a personal relationship with products they use.

The brain mechanisms engaged when using an interactive product are the same mechanisms engaged when interacting with other human beings, Garrett said. “In other words, we relate to technology products as if they were people,” he said.

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