Jakob Nielsen

Jakob Nielsen, Ph.D., is a User Advocate and principal of the Nielsen Norman Group which he co-founded with Dr. Donald A. Norman (former VP of research at Apple Computer). Dr. Nielsen established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and has invented several usability methods, including heuristic evaluation. He holds 79 United States patents, mainly on ways of making the Internet easier to use.

Articles and Videos

  • Should Experienced Designers Go Back to College?

    If experienced designers want to learn about psychology and how it applies to user experience, should they get a psychology degree, or is it better to learn on your own?

  • The Role of Design Ethics in UX

    The push for less-ethical or even deceptive user interfaces is often caused by short-term thinking and immediate UX metrics. The long-term impact of harming users can backfire and lead to reduced brand loyalty.

  • User Feedback vs. Innovation

    Relying too much on feedback from customers risks hampering innovation, so what is the best balance for UX design?

  • Low-Code Platforms and User Experience

    Low-code platforms and other end-user programming or simplified implementation don't remove the need for task analysis and other deeper UX work and thus don't guarantee great usability. But they can free up budget for better UX work.

  • Handling Insignificance in UX Data

    After collecting KPI numbers for two versions of a design, the difference between the two metrics is not statistically significant. Now which version should you launch?

  • How Useful Is the System Usability Scale (SUS) in UX Projects?

    SUS is a 35-years old and thus well-established way to measure user satisfaction, but it is not the most recommended way of doing so in user research.

  • UX 2050 (Jakob Nielsen keynote)

    The user experience field will see dramatic changes over the next 3 decades, driven by trends in demographics and the world economy. We will end up like the Little Mermaid. (This was Jakob Nielsen's UX Conference keynote.)

  • The Relationship Between Artificial Intelligence and User Experience

    Do AI products have good user experience? Only partly, and to get better, we need to focus AI more on human needs than on what's technically possible. But AI can also help UX professionals do their job better, which will improve usability more widely.

  • Can UX Help in Procurement of Enterprise Solutions?

    Will enterprise solutions ever get good usability? Jakob Nielsen is skeptical in the short term, but cautiously optimistic in the long term.

  • Is A/B Testing Faster than Usability Testing at Getting Results?

    If A/B testing can quickly show which design is best, why should a UX team bother doing usability studies and other user research?