Learn Flow
How Nielsen Norman Group converts a curious reader into a paying relationship without ever changing its tone. The path runs from a free articles library, to live training and certification, to five- and six-figure consulting — three rungs of the same ladder, each priced for a different kind of buyer. The through-line is authority: NN/g doesn't argue that its methods work, it points at thirty years of published research and a client list and lets those do the arguing. Each step assumes you arrived already half-convinced, so the job of the flow isn't persuasion but qualification — sorting the reader who wants a free checklist from the professional who'll certify and the company that will hire. Discovery here means discovering how much of NN/g you're ready to pay for.
Articles & Videos — the free library that pays for everything above it
The heading is plain — 'Articles & Videos,' 'Browse By Topic or Author' — and the plainness is the point. This is a reference desk, not a landing page: forty-plus topics from Accessibility to Ecommerce, a byline list that reads like the field's founding faculty (Jakob Nielsen, Don Norman, Bruce Tognazzini), and a run of dated articles and videos with read-times attached. Nothing is gated. That generosity is the whole strategy, because a library this deep and this free is what makes the paid tiers look like the obvious next step rather than a pitch — you don't doubt the training of a firm that has already taught you for free. The only ask on the page is a newsletter signup ('Never miss an update'), the lightest possible capture, trading a decade of authority for an email address and a promotional banner nudging toward the courses.