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Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Tuesday, September 22, 2009

Jakob Nielsen's September Alertbox contains some pearls of wisdom, as usual

Nielsen's summary of the article says:

Users hate change, so it's usually best to stay with a familiar design and evolve it gradually. In the long run, however, incrementalism eventually destroys cohesiveness, calling for a new UI architecture.
He is absolutely right. Why Web designers are impelled to look for clever new ways of doing things, to confuse the site users, never ceases to amaze me.

Older web site users are really happy with the familiar. Unless your changes add tangible value to the user - don’t bother . Dick Stroud

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