There he goes, the web designer, stepping up to the counter of an empty McDonald’s at 3 o’clock in the morning. He is scanning the overhead menu, putting a cheeseburger in his mental shopping basket. “Cheezubahga, onegaishimasu,” we hear him say, “with an iced tea.” In the first part of a series on the UX = Brand, the adventure of a web designer starts in a McDonald’s, where he discovers that ther