Fast Company, Issue 18, October 1998…back to the future!
Nielsen’s Web-reform movement covers many fronts. This year alone, his eminently usable site (www.useit.com) has attracted more than 5 million page views. He’s also a popular speaker at conferences, and he’s written a series of books, including Designing Excellent Web Sites: Secrets of an Information Architect (forthcoming from New Riders Publishing, November 1998). His core message: “In the ‘attention economy,’ anyone trying to connect with an audience must treat the user’s time as the ultimate resource. Most Web sites squander time shamelessly.”
In an interview, Nielsen offered Fast Company some easy-to-implement ideas for improving Web design.
What’s wrong with Web design?
Why don’t more sites work that way?
Are we all Web writers now?
What about the Web do you like?
Jakob Nielsen answers with a one liner: «One phrase sums up the dominant mentality of the Web user: “I’m driving.” People don’t spend lots of time on any one page, because in order to feel that they’re accomplishing something, they have to keep moving. The best kind of site shows users what each page is about and then quickly gets them to the next page.»