12. Personas  Representing how users browse Unnatural to programmers – the people, not the computer.

17.  Why do users revisit a website? › What do they know about the site? › How does their knowledge vary? Make life easy for the person – not for the programmer

18.  Short Term  Long Term  Disconnected path

19.  Going back to a website that… the user visited a day ago the user visited a month ago the user visited from a link in an email

21. Users: What does this do? Incompressible Helped us create a more natural mapping

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