14. Map against variables Tech savvy Tech Unskilled High Brand Consciousness Low Brand Consciousness Info Only Entertainment User 1,3,4 User 2 User 1, 2, 3 User 4 User 1, 2 User 4 User 3
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54. The 5 E’s Usability Effective Easy to Learn Error Tolerant Engaging Efficient [1] “Using the 5 E’s to Understand Users” Whitney Quesenbery 2002-2004