Who is Jakob Nielsen?

·         A Web Usability Expert who knows a lot about the Internet.
·         Previously he was working as a Sun Microsystems Engineer and currently is the co-founder of the Nielsen Norman Group with Dr.Donald Norman. He originated “discount usability engineering”.
·         He writes a column on Web Usability which has a current readership of 12 million views per year.
·         His latest book published this year is “Mobile Usability”.
·         Previously he was affiliated with Bellcore, the Technical University of Denmark and IBM User Interface Institute. He was inducted into the Scandinavian Interactive Media Hall of Fame in June 2000.

How does he describe the manner in which people use the web?

·         They don’t read web pages. Studies show that they read e-mail newsletters even more abruptly than web pages. So websites have to attract their attention by following the inverted pyramid, bullet points, highlighting keywords, simple sub-headings, concise text and increase credibility by refined graphic elements.
·         Cognitive burden imposes negative thoughts on promotional language, thereby slowing it down. Combining concise, scannable and objective versions, usability goes up by 124%.
·         Most users spend most of the time only on well-laid pages that are minimalist and are not overly loaded or bloated with design or are arranged in no logic.