“We must design our technologies for the way people actually behave, not the way we would like them to”. (Jakob Nielsen, engineer and usability expert at Sun Microsystems).

Jakob Nielsen advocated user testing and paper prototypes that put the user’s expectations at the centre of the design process and in 1995 launched his website useit.com, now www.nngroup.com

Image (above): Krug, S. Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability (Voices That Matter). New Riders; 3 edition (24 Dec. 2013)

Image (top): https://stickycontent.com/blog/article/10-usability-heuristics-and-what-they-mean-to-copywriters