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The more users' expectations prove right, the more they will feel in control of the system and the more they will like it.

Jakob Nielsen

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Jakob Nielsen
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Users
Expectations

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The best Web sites are better than Reality.
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...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that can put humanity at peace with its tools once again.
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Windows '98 is so similar to Windows '95 because Apple hasn't invented anything worth copying since 1995.
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The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere all the competitors in the world are but a mouseclick away.
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On average, when you ask someone to perform a task on a site, they cannot do it. It's not their fault it's the designer's fault.
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Compared to 1999...we cannot quite declare victory, but we can declare progress.
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The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.
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Information Overload = information pollution
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A bad website is like a grumpy salesperson.
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Three Tips: Simplify, Simplify, Simplify.
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Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.
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What we learned is money doesn't grow on trees.
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Designers are not users.
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Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.
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If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as customer complaints.
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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.
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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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At most project meetings, everyone has a seat at the table except the poor victims who will have to operate the technology.
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Ultimately, users visit your website for its content. Everything else is just the backdrop.
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On the Web, all advantages are temporary, and you must keep innovating to stay ahead
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