Jennifer Cardello is a director at Nielsen Norman Group. For over 15 years she has designed strategies to help organizations bridge the gap between business goals and user needs. At NN/g, Cardello’s research focuses on information structure, navigation patterns, rating and review systems, discussion forums, content sharing, and trust and persuasion. Read more about Jen
September 14, 2014
Feeling that there is only one chance can convince people to take action sooner, sometimes without careful consideration of consequences or alternative options.
July 6, 2014
Use IA- and UI-focused user research to determine if low findability and discoverability are caused by site information architecture or navigation design.
June 22, 2014
IA is the information backbone of the site; navigation refers to those elements in the UI that allow users to reach specific information on the site.
April 20, 2014
Complement A/B split tests with user research to identify true causes and develop well informed design variations.
March 9, 2014
Not every design and content change generates immediate or significant increases in conversion rates, but they may affect conversion rates in the long run.
February 9, 2014
For desktop sites, demoting your main content categories into a drop-down menu makes it harder for users to discover your offerings.