On a surface level, the term “user experience” (UX) is self-explanatory: it refers to the way a user feels when interacting with a business and its products. But not every business has a “product” in the traditional sense; for instance, online and retail stores often sell products they don’t produce. Does that mean UX doesn’t apply to stores? The goal of UX in general is to reduce negative experiences for as many users as possible and promote positive experiences instead. The goal of web UX in particular is to create websites that are – for most visitors – easy and enjoyable to use.