Summary: Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know. Design for patterns for which users are accustomed.
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Video Author
Jakob Nielsen, Ph.D., is a retired principal and co-founder (with Dr. Donald A. Norman) of the Nielsen Norman Group. Jakob established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and invented the heuristic evaluation method.