On the Web, all advantages are temporary, and you must keep innovating to stay ahead — Jakob Nielsen Advantage Copy Share Image
People have to want to change before there's any chance of helping them do so. — Jakob Nielsen Chance Copy Share Image
Compared to 1999...we cannot quite declare victory, but we can declare progress. — Jakob Nielsen Inspirational Copy Share Image
Ultimately, users visit your website for its content. Everything else is just the backdrop. — Jakob Nielsen Backdrop Copy Share Image
If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as… — Jakob Nielsen Complaints Copy Share Image
On average, when you ask someone to perform a task on a site, they cannot do it. It's not their fault; it's… — Jakob Nielsen Asks Copy Share Image
...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that… — Jakob Nielsen Book Copy Share Image
Windows '98 is so similar to Windows '95 because Apple hasn't invented anything worth copying since 1995. — Jakob Nielsen Apples Copy Share Image
Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it. — Jakob Nielsen Customers Copy Share Image
The more users' expectations prove right, the more they will feel in control of the system and the more they will like… — Jakob Nielsen Expectations Copy Share Image
Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less. — Jakob Nielsen Advanced technology Copy Share Image
Inadequate use of usability engineering methods in software development projects have been estimated to cost the US economy about $30 billion per… — Jakob Nielsen Billions Copy Share Image
The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world… — Jakob Nielsen Concepts Copy Share Image
Developing fewer features allows you to conserve development resources and spend more time refining those features that users really need. Fewer features… — Jakob Nielsen Description Copy Share Image
Diversity is power on the Web. Big sites may be bigger, but smaller sites will keep scoring higher for specialized topics, both… — Jakob Nielsen Bigger Copy Share Image
Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation.… — Jakob Nielsen Concrete Copy Share Image
Consistency is one of the most powerful usability principles: when things always behave the same, users don't have to worry about what… — Jakob Nielsen Behave Copy Share Image
The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy… — Jakob Nielsen Clicks Copy Share Image
A general principle for all user interface design is to go through all of your design elements and remove them one at… — Jakob Nielsen Design Copy Share Image
At most project meetings, everyone has a seat at the table except the poor victims who will have to operate the technology. — Jakob Nielsen Meetings Copy Share Image
Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features… — Jakob Nielsen Computer Copy Share Image
In the attention economy, anyone trying to connect with an audience must treat the user's time as the ultimate resource. — Jakob Nielsen Attention Copy Share Image
To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user… — Jakob Nielsen Attention Copy Share Image
Users spend most of their time on other sites. This means that users prefer your site to work the same way as… — Jakob Nielsen Internet Copy Share Image
Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone. — Jakob Nielsen Application Copy Share Image
The system should always keep users informed about what is going on, through appropriate feedback within reasonable time. — Jakob Nielsen Appropriate Copy Share Image
Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate… — Jakob Nielsen Action Copy Share Image
Popularity is the product of two factors: (a) how compelling material you offer, and (b) how easy it is to access it.… — Jakob Nielsen Access Copy Share Image
Good information architecture makes users less alienated and suppressed by technology. It simultaneously increases human satisfaction and your company's profits. Very few… — Jakob Nielsen Architecture Copy Share Image
The usability tests we have conducted during the last year have shown an increasing reluctance among users to accept innovations in Web… — Jakob Nielsen Accepting Copy Share Image
Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one… — Jakob Nielsen Action Copy Share Image
On the Internet, it's survival of the easiest… Give users a good experience and they're apt to turn into frequent and loyal… — Jakob Nielsen Bother Copy Share Image
