What is the secret to great UX? Marketing Tech says it is emotions. They said, "A well-designed website, good navigation, intuitive UX and easy to understand copy make things simple and give your visitors a sense of control. This can be a strong and positive emotion, which builds trust and helps customers or leads see value from your content and see your brand in a positive light." Truthfully, people make split second decisions about apps, websites, and just about everything. You only have one chance for a great first impression, so any positive emotions invoked will benefit you!