· Audience- the Smith and Jones audience consists of local area companies that need assistance in the development of their marketing campaigns, who are also in competition for valuable market share and busin

· Reactions to Stimuli Experience- include a customer’s response to the storefront, signage, store layout, ambiance and even music. It is the presentation of the brand in a unique and completely identifiable way that sets one company apart from another. The alignment of their links in a distinct way to the vibrant colors they chose all help Smith and Jones emphasize what is important to them to be a success. Critical to Smith and Jones’ success is that every design element contributes toward building their brand and what that brand portrays. An example of this is by the way they use design elements such as the brain to portray their unique style of thinking, or a pair of eyes exemplifying their visions. All contribute positively to the Smith and Jones way. Even the constant streaming of events on the right hand side evokes a sense of movement and action within the company. They are driven to succeed, driven to win, driven to work for you.

· Sensory Experience- refers specifically to the overall sights, sounds, smells and touch. Including audio files or even the option of making direct contact with a service representative. A comprehensive assessment should take all sensory inputs into account. The sights of Smith and Jones are effervescent and they take the consumer into the minds of those behind what makes Smith and Jones work. They are interactive and keep visitors to the site engaged and in control. The numerous sounds help stimulate more attention then just visual effects alone. Touch here can be referred to interaction of visual effects to the movements of the mouse which Smith and Jones allows with an aerial view of a head, but obviously physical touch and smell are not a part of the online experience just yet, but in time they will be.

Provided is an anecdote by Jim Sterne that brings some insight and helps one in understanding the true value of effective customer experience. “If you create a banner that people remember you deserve an award. If you create one they click on you deserve a medal. If you create one that gets people to accomplish the objective set by the client, you deserve large heaps of cash. If you can help your client or your boss figure out what their objectives are, you deserve sainthood.

· Perceived Experience- relates to each individuals perception of their encounter with the firm. Every experience needs to be understood in terms of how each customer perceives, or interprets, his/her interactions with the web site. Personally, I felt the experience with the Smith and Jones site to be relatively informative and even unique as to its design. The film projector and the many quirky pictures on the site intrigued me even further. In comparison, the Media Logic site appeared ordinarily plain, with nothing more than some text and little to catch the eye. On the other hand, a colleague of mine interpreted the Smith and Jones site to be quite dull and not very engaging whatsoever. When I asked why, his response was that there were no pictures or anything that I had previously mentioned. After further investigation, I realized that my colleague had entered the HTML version of the site, when I had visited the FLASH version. All in all, each individual interprets things quite differently, even though we both technically visited the same site. They were much different in their presentation, thereby creating a completely separate interpretation from the both of us. Hence, the individual involved truly defines evaluations on this level. Proving that by simply choosing one option over the other can yield completely different results. Only after reviewing the site from the flash version did our interpretations begin to line up. Determining who the visitors are likely to be is crucial in deciding not only the general appearance of the site, but also the technology that might be used to build the site.

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