Expert after expert tells us that the success of any site is directly related to its usability. The more thoughtful (and foolhardy) even tell us what they mean by this. 'Uncle Netword', for example, states:

Web usability refers to the ability of web users to locate information on a site, whether or not they know exactly what they're looking for; to understand what they're reading; and to use interactive features required to take full advantage of the site as designed -- searching for information, downloading software, completing e-commerce transactions.
Uncle Netword, 'Writing Webtext'

The problem with this, and the thousands of similar restatings of the problem, is that they are SO uninspiring. Sure, they're right on the money if you're the microserf who's carrying the can for an e~commerce site, a company's brochure site, or a corporate intranet, but for anything more ambitious -- original creative works for instance -- such statements are irrelevant at best and often downright destructive.

It's not that the experts are wrong. It's just that, like all of us, their focus is narrow and their blinkers enormous. Instituting rules is easier and much more efficient than continuing inquiry and discussion -- what expert ever said 'I really don't know and I'm not even sure if there is a definitive answer' and continued to be lauded as an expert? It's worth remembering that only trivial problems are susceptible to simple remedies... but we all have to make a buck and that mostly means finding solutions for other peoples' problems. Most of these problems do have simple remedies and the kindly advice offered by numerous IA and usability experts CAN save much time, heartache and expense if judiciously applied.

Remember that people go to sites because they want something. They are looking for content (whether that be specific facts or an experience). If it's there they'll use it -- few people leave a site because they don't like the design. You only lose your audience if they don't know you've got what they want (the realm of metatags, promotion etc.), or they can't find it when they get there (information architecture and navigation design).

There are some dissenting voices out there. Seth Gordon, for example, suggests that site are often over-designed -- leading users down narrowly-defined paths and preventing them from exploring or from serendipitously finding out (or purchasing) things they didn't know they wanted or were interested in. He contends that many sites would benefit from a 'random' or 'surprise' element. He suggests the example of Sydney's Gould Bookshop, with its massive jumbled piles of books all over the floor and shelves, as the paradigm of a serendipity-enabling interface which allows users the pleasure of discovering stuff for themselves and by chance.

Even that doyen of dull*, Jakob Nielsen says:

The usability movement is sometimes criticized for being dull and for promoting boringly invariable designs. The chief reason for this is that some people equate design conventions with creative restrictions. However, this equation doesn't add up for two reasons.

Standards vs. Design Dictates

First, while it is true that usability is typically enhanced by consistency and adherence to design guidelines, this does not necessitate identical design. Rather, such conventions aim to create a vocabulary of building blocks that designers can combine in many vastly different, and often enjoyable, ways.

Usability = Engagement

The second reason usability is not opposed to fun is that the greatest joy of using computers comes through user empowerment and engagement. It's very enjoyable to visit a website that works, where everything just clicks for you. In contrast, a user interface that doesn't do things the way you want feels sluggish, unpleasant, and possibly even hostile, despite the designer's no doubt sincere attempt to invoke positive emotions. A user's personal experience trumps anything the designer is trying to communicate. In talking about a design's "look and feel," feel wins every time.

As an example, Amazon.com uses associative links to create a fun and rewarding experience for users. Each book page offers associative links to five books frequently bought by other people who purchased the book you're interested in. Following these links can lead to a powerful feeling of discovery. As a result, you can easily spend much more time shopping on Amazon than is dictated by the simple efficiency metric of buying the book you came for as quickly as possible.
Nielsen, Jakob, 'User Empowerment and the Fun Factor'

See also:

George Olsen,Ê 'The Backlash against Jakob Nielsen and What it Teaches Us'

Ann Light, 'Ann's Rant: Stop, or Dr Nielsen gets it! - the Backlash in Usability?'

Curt Cloninger, 'Usability Experts are from Mars, Graphic Designers are from Venus'

Jim Byrne, 'This HTML Kills: Thoughts on Web Accessibility'

Wayne Bremser, 'Being Jakob Nielsen: The story of the blue and the green', 2000

Scott Jason Cohen, 'The Curse of Information Design' 2001