Clarify, Don't Mystify (UX Slogan #19)

Summary: UX design must make all elements of the interaction understandable and explicit. Mystifying things to entice more clicks from users will only result in dissatisfied customers.

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Clarify, Don't Mystify (UX Slogan #19)

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Jakob Nielsen, Ph.D., is a retired principal and co-founder (with Dr. Donald A. Norman) of the Nielsen Norman Group. Jakob established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and invented the heuristic evaluation method.

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