Web Design

Best

Netflix

Nominated by:
Don Norman, founder, Nielsen Norman Group
What it's all about:
Movie rentals
What works:
"The real success story of a business is not just the part you see and interact with but also the efficient, smooth working operations behind the scenes. Netflix does both really well. On their Web site, start to type the name of a film and Netflix instantly suggests the names that it knows that match what you have typed so far. When you're perusing possible movies, they do an excellent Web 2.0 use of smooth pop-ups that inform while delighting, summarizing the movie quickly, without getting in the way, without requiring movement to another Web page."