This question recently came up in a conversation about a credit union website. So my simple question, in reply, is this:What if instead of looking for zany animations, a website that plays rock music, or any other of the latest hippest coolest fads…what if the “wow factor” was that your credit union’s site was accessible and easy to use? If you’re designing a site, or managing the process, ask yourself why your users are coming to your site. Make that experience as close to perfection as possible. Businesses who pay a mind to solid user-experience – scannable content, attractive design that looks consistent across browsers, simple navigation, copywriting that sounds like a human – these are the Wow Factor. And here’s another question that tends to come up in tandem with the former: “What do young people want in a web site?” As a young person, I can say this: We are impatient. We want what we want, and we want it now. We do not want to have to wade through all the fluff that you think is “neat” to get to the bottomline. I hereby rename the traditional “Wow Factor” the “Neat Factor.” Because that’s what happens, users will say “oh that’s neat,” and then go back to wanting your site to just work right, please.