“Motivation is an important factor in any kind of online interaction or transaction. People need a little encouragement when they’re not really convinced they should take any action or are uncertain about what action to take next. As users perform tasks online, they need to understand what’s happening and expect you to help them move forward. This article discusses the responsibility of a user interface to provide recommendations along a user’s path of interaction.” – (Afshan Kirmani – UXmatters)