User Interface Engineering is a leading research, training, and consulting firm specializing in web site and product usability. Jared M. Spool founded the company back in 1988 and has built UIE into the largest organization of its kind in the world. With our in-depth research findings based on user observation, we empower development teams to create usable web sites that increase customer satisfaction and loyalty. You can find additional articles at http://www.UIE.com. Copyright 2003, User Interface Engineering. All rights reserved. Reprinted with permission