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Scoop.it!
Over the past few years, we have gotten used to certain standards in web design. In order to make a lasting impression on your visitors, you need to build experiences that go beyond those of a plain, usable website. This does not mean usability has become any less important. It just takes on a different role in web design, now forming the basis for a great user experience for examples of great usability website.
Martin (Marty) Smith's insight:
Agree, some conventions are needed and expected others can be broken down and twisted into new shapes. Trick is knowing what you must do like everyone else and what you can afford to take some risks with in your website design. 
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Developing a website goes beyond the simple usability. "Experience" needs also the right attire.... Appearance. Ease of use is not the only thing important, aesthetics counts too!