

How Big Is AI? Four Analogies
AI is too large to understand through a single analogy. The Internet explains early adoption, human history explains the next 30 years, biology frames longer-term speculation, and Norse mythology reminds us that tools are not gods.

Jakob Nielsen
Jun 2518 min read


UX Roundup: Dark Design | Ecommerce Search | Search Engine Traffic Drops | AI vs Mythical Man-Month | AI vs Humans for UI Design | Lady Ada | Europe 2031 | AI Companions | DataViz Job
Dark design patterns | 8 usage patterns for ecommerce search | Search engine traffic drops rapidly | AI overcomes “The Mythical Man-Month” | AI does well in UI design vs. human designers | The story of Ada, Countess of Lovelace | Scenario for European AI until 2031 | Virtual girlfriends/boyfriends rack up double the use of dating apps | Job openings for data visualization design

Jakob Nielsen
Jun 2214 min read


UX Roundup: Generation Alpha UX | Personas | Sentient Design | UX Hero: Tom Landauer | Auto-Generated Thumbnails | AI Shorts | RIP Rufus | Fable 5
Gen Alpha is not mini-Gen-Z | Personas as Packaged Software | Sentient Design is a new book about AI as a design material | My hero: Dr. Thomas K. Landauer of Bell Labs/Bellcore | YouTube’s Thumbnail Generator | Recommended AI short videos | Amazon changes the name of its AI shopping assistant from Rufus to Alexa | Claude Fable 5 released

Jakob Nielsen
Jun 1522 min read


UX Roundup: Empowering Users Again | Marketese | Impulse Buying | Human Factors Hero | Chinese Prompts
Reviving the UX goal of empowering users | Writing in marketese kills marketing | Supposed impulse buying is often the result of months of building consideration | Honoring a human factors pioneer, Dr. John D. Gould of IBM | Prompting tip for small text fields: use Chinese

Jakob Nielsen
Jun 810 min read


The 80-Year History of AI
Humans have been dreaming of thinking machines for more than 2,700 years, but real work on building them started in 1943 with the first neural networks. Progress during the following 80 years was slow, with many disappointments and “AI Winters,” but advances built up over time as compute scaled. Themes seen during this long history persist to this day.

Jakob Nielsen
May 1442 min read


UX Roundup: Apple 50 Years | AI UX Explained | Good AI Support | New Reasoning Image Model | AI Creativity | Suno 5.5
Apple Computer 50 years anniversary | The New UX for AI | Excellent AI support chat from Substack | New reasoning image model: Luma Uni-1 thinks through what to draw | AI is more creative than humans and will likely get even more creative in the future with more compute | Upgraded AI music model Suno 5.5

Jakob Nielsen
Mar 3017 min read


History of the Graphical User Interface: The Rise (and Fall?) of WIMP Design
Summary: The GUI’s success wasn’t about any single invention, but a synergy of 4 elements: Window, Icon, Menu, and Pointer, through a 60-year history of usability improvements. But the era of WIMP is drawing to an end with a radical shift toward Generative UI and World Models, in which static menus are replaced by fluid, intent-driven AI interactions. (I made all the comics in this article with Nano Banana Pro.) The evolution of the Graphical User Interface (GUI) represents

Jakob Nielsen
Feb 2339 min read


UX Roundup: AI Empathy | Transparency About Compute Limits | UI Modes | Seedream 4.5 | AI In/Out of Silicon Valley | Kling Speaks
Summary : AI exhibits better empathy than human clinicians | Compute limits should be made transparent in the user experience | User interface modes usually lower usability | Seedream 4.5 image model now with improved text rendering | How feasible is it to build an AI company outside Silicon Valley | The Kling video model now generates speaking characters UX Roundup for December 8, 2025. (Nano Banana Pro) Creation by Discovery New music video about how creators explore the la

Jakob Nielsen
Dec 8, 202515 min read


No More User Interface?
AI products have changed from invisible enhancement of classical user interfaces to soon become the main avenue for users to engage with digital features and content. This may mean the end of UI design in the traditional sense, refocusing designers’ work on orchestrating the experience at a deeper level.

Jakob Nielsen
May 8, 20257 min read


Join the AI Revolution Now, or Forever Regret Missing Out
The transformative potential of the AI revolution is a career opportunity. Early engagement in AI creates joy and self-realization.

Jakob Nielsen
Aug 29, 20245 min read


AI Optimism
AI’s impact on job markets will likely mirror previous innovations. The projected 10,000x increase in AI by 2027 will bring wealth and jobs.

Jakob Nielsen
Aug 22, 20247 min read


10 Foundational Insights for UX
Summary : UX has come a long way since its early beginnings at Bell Labs in the 1940s. As we enter Year 2 of the AI revolution, it’s...

Jakob Nielsen
Aug 15, 202420 min read


UX Roundup: 10 UX Insights | Dark Design | Y Oslo | Low-Latency Voice | Movie Posters | Hero Videos
Top 10 foundational UX insights | 76% of online services use dark design patterns | Low-latency voice communication | Video as hero images

Jakob Nielsen
Jul 12, 20247 min read


UX Roundup: Survey Response Options | Ideogram | Deepfaking User Test Videos | AI IA | LDM = Large Design Model | Web History | AI Writes 10% of Science Papers
Discrete response options best measure users’ subjective satisfaction | Disguising test users | Shopify AI helps merchants' IA | LDM GenUI

Jakob Nielsen
Jul 8, 202410 min read


UX Roundup: First Mouse | Dark AI | AI Spend Grows | Most Drivers Think They’re Above Average | 4 Clicks = 4 AI Models
First computer mouse in museum | Beware dark AI design | 293% y/y growth in companies’ AI spend | Most drivers think they’re above average

Jakob Nielsen
Jun 3, 202417 min read


UX Roundup: Synchronizing Captions | SUS Survey | First Mac GUI | Student/Beginner Portfolios | Solve the Easy Problem | More UX Songs
Auto-sync makes YouTube captions easier to create | SUS questionnaire user satisfaction is too long | Revolutionary first Mac GUI

Jakob Nielsen
Apr 15, 20247 min read


UX Roundup: Early Facebook UX | Hybrid UI for Generative UI | Eyetracking | Slack UX | Small-Language GPT | AI UX Courses | Jakob Live | Better AI Songs
Julie Zhou recalls Facebook’s early user interface designs | Tools for generative UI need a hybrid UI | Early eyetracking reseach

Jakob Nielsen
Mar 22, 202410 min read


How I Developed the 10 Usability Heuristics
Jakob Nielsen’s 10 usability heuristics were defined from a factor analysis of a large set of usability principles.

Jakob Nielsen
Feb 15, 20248 min read


43 Years in UX: A Career Retrospective
Jakob Nielsen has worked in user experience since 1983. Much changed, including moving from academia to practice but the mission remains!

Jakob Nielsen
Jan 17, 202413 min read


UX Vocabulary Inflation
UX suffers from constant reinvention of the terminology used to describe our concepts, leading to confusion, miscommunication, and rework.

Jakob Nielsen
Oct 6, 20238 min read
