
The Great Usability Schism
Master Jakob obviously doesn’t. Why do a 180ยบ on one of his most beloved usability examples? As someone who builds sites for a living, I’ve always looked up to the Amazon model. Why? With revenues hitting $1.75 billion in the second quarter of this year, they must be doing something right UI-wise, else no one would be buying online at the levels Amazon has recorded the past 10 years.
Now my master has issued the ultimate decree: “Normal sites should not copy Amazon’s design“. What are Amazon’s sins? Here are 3 of the 6 sins:
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