“I propose that we unpack it into (at least) two separate concepts. One is the basis of the “aha” moment. For now I’ll call it the use experience. [...]

I’ll reserve the term user experience for something else: the tax we pay in order to enjoy the use experience. This tax is not the basis of an “aha” moment. It’s expressed in terms of the devices, cables, batteries, applications, menus, dialog boxes, and — last but not least — the concepts we must grapple with in order to reliably reproduce the use experience. A great user experience makes all this crap relatively less awkward, confusing, and annoying. A lousy user experience makes it relatively more so. But the point is that it’s all crap! It’s the tax we pay to enjoy the use experience, and we want to pay as little of it as we can get away with.

How do you engineer a great use experience, as opposed to a great user experience? Part of the answer is deep personalization.”

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