Users don't see stuff that's right on the screen. Selective attention makes people overlook things outside their focus of interest.| Nielsen Norman Group
1073 design guidelines to improve conversion rates and customers' shopping experience. 13 volumes, with more than 3100 screenshots that worked or failed in user testing.| Nielsen Norman Group
Although successful websites typically have high usability, average sites can hurt their business by copying design elements that don't work well in other contexts.| Nielsen Norman Group
Use psychology to predict and explain how your customers think and act.| Nielsen Norman Group