Jakob Nielsen, Ph.D.

Principal
Nielsen Norman Group
Keynote | Tuesday October 14

In ten years of lecturing about Web design at events in thirteen countries on four continents, we have met Web staff from hundreds of companies who have almost all made the same mistakes in their projects. Worse, we have made these mistakes ourselves. We finally came to realize that the reason for these mistakes is not that we are stupid or that every single company is clueless. Companies are faced with a systemic problem: the Web intrinsically leads you down the wrong path if you approach it without understanding its special characteristics. The natural way people run Web projects based on their non-Web experience leads to fundamental mistakes at all levels: business model, budgeting, project management, information architecture, page design, content authoring, and linking strategy.