Today, experience is everywhere, all of the time. The line between in-person and online interactions is quickly disappearing. And thanks to 24/7 access to the internet through our smartphones and other connected devices, by the time a potential customer, client, or patient thinks to themselves, ‘Maybe I need…,” their experience has already begun. Every sight, sound, or confusing UI can have an impact on whether someone ends up as a lifelong advocate for your brand or heads down the street to check out the competition.