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Will all companies have grasped the importance of user experience in another 

12 years?

If you look back at my 1980 guidelines, above, and compare them with what is out 

there in 2007, you will see that the vast majority of companies don’t yet grasp even the 

rudiments of  human–  computer interaction (HCI).

We still see, for example, most websites demanding that users enter diffi-

cult-to-check data, such as phone and credit card numbers, without spaces, all to 

save the programmer five minutes and a single line of code.

Such ignorance and laziness ensures full employment for HCI designers for the 

foreseeable future, and also ensures that the original promise of the web, with its 

sweeping aside of ‘ bricks-  and-  mortar stores’, will continue unfulfilled.