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.
Jakob NielsenRead
On the Internet, it's survival of the easiest.... Give users a good experience and they're apt to turn into frequent and loyal customers. But ... it's easy to turn to another supplier in the face of even a minor hiccup. Only if a site is extremely easy to use will anybody bother staying around.
Interpretation
What this quote means
User experience is crucial for retaining customers in the digital age.
This quote by Jakob Nielsen emphasizes the importance of creating an easy and enjoyable user experience on the Internet. In a competitive online environment, users are quick to leave a website that presents any difficulty, making it essential for businesses to prioritize usability in order to foster loyalty among their customers.
Themes
User ExperienceUsabilityCustomer LoyaltyInternetDigital Products
In practice
Example use cases
In a presentation about website design, highlight the importance of user experience using this quote.
More from Jakob Nielsen
All quotes →Developing fewer features allows you to conserve development resources and spend more time refining those features that users really need. Fewer features mean fewer things to confuse users, less risk of user errors, less description and documentation, and therefore simpler Help content. Removing any one feature automatically increases the usability of the remaining ones.
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Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.
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Throughout this book, we've been evangelizing simplicity, but ironically, the practice of simplicity is not simple. It is easy to build a bulky design by adding layer upon layer of navigation and features; it's much more difficult to create simple, graceful designs. Paring designs to essential elements while maintaining elegance and functionality requires courage and discipline.
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Ultimately, users visit your website for its content. Everything else is just the backdrop.
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