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Presentations
Friday, July 2
Lunchtime Speaker
The End of "No Respect"
Jakob Nielsen
Nielsen Norman Group
The Web has launched the age of the customer: he or she who clicks the mouse rules. Every single Web page needs optimal usability or the site will die the death of the million mouse clicks as users reach directly for the "Back" button. Usability is changing from a special-purpose activity in software development to a prominent role as core competency for business survival for mainstream companies in the network economy. UPA members are poised to take their rightful place as a central resource for business. And yet traditional usability specialists are in dire danger of losing this opportunity and see others run with the glory.
Dr. Jakob Nielsen is a User Advocate specializing in Web usability and a principal of Nielsen Norman Group. Until 1998, Dr. Nielsen was a Sun Microsystems Distinguished Engineer and led that company's Web usability efforts starting in early 1994. Nielsen is the author of the best-selling textbooks Usability Engineering and Multimedia and Hypertext: The Internet and Beyond; his next book, Designing Excellent Websites: Secrets of an Information Architect will be published in May 1999. Since 1995, Nielsen has written the biweekly Alertbox column about Web usability; his website received 5 million page views in 1998. Nielsen has been called "the guru of Web page usability" (The New York Times) and "the smartest person on the Web" (Ziff-Davis Network).
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