72 Quotes by Jakob Nielsen

Consistency is one of the most powerful usability principles: when things always behave the same, users don't have to worry about what will happen. Instead, they know what will happen based on earlier experience.

Good information architecture makes users less alienated and suppressed by technology. It simultaneously increases human satisfaction and your company's profits. Very few jobs allow you to do both at the same time, so enjoy.

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 speculations about future behavior.

Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.

On the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website's information is hard to read or doesn't answer users' key questions, they leave. Note a pattern here?

Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.

In the attention economy, anyone trying to connect with an audience must treat the user’s time as the ultimate resource.

What we learned is money doesn’t grow on trees.

On the Web, all advantages are temporary, and you must keep innovating to stay ahead.