Jakob Nielsen has done Nietzsche one better: Instead of just two basic ideologies ("master" and "slave"), he's identified three: Mastery, Mystery, and Misery. These correspond roughly to empowerment, game-play, and control. In the "Mastery Ideology", "...the designer's job is to provide the features users need in a transparent interface that gets out of the way and lets users focus on the task at hand." Mystery 'Obfuscates Choices' by using novel interaction elements. And Misery is an ideology of "... oppression, as mainly espoused by certain analysts who wish the Web would turn into television and offer users no real choices at all. Splash pages, pop-ups, and breaking the Back button are typical examples of the misery ideology."
Nielsen's purpose is to drive the cause of design for usability. That's what NNG do for a living. So it's not surprising that he focuses on the negative aspects of "mystery" (obfuscation) and control ("misery"), and carefully (re)interprets empowerment to mean "usability". He's mapped out (as usual) one path that, if followed, will more or less lead to a better design. It's the most bottom-line path, the path most suited to NNG's target audience: They guys with the money (they're the ones who tell the designers what to do, after all). But it's not the only path, and his re-interpretations have some pifalls.
To start with, empowerment isn't always all it's cracked up to be. Sometimes (as Nielsen implicitly points out elsewhere) it's necessary to constrain in order to empower -- or at least, to create the sense of empowerment. Search is a good example. The earliest search interfaces included Boolean parsing as an integral part of their user interaction design. Gradually, Boolean parsing slipped out of the user interfaces as designers became convinced that it was an impediment.
Boolean search would be empowering; but for most users, it would be less usable. Nielsen has accepted that conclusion for years, incidentally. It's experimentally verifiable. (And that seems to me to be Nielsen in a nutshell: 'Where are the numbers?', he'd ask. At a conference, I heard him tell a story of a site whose usability was improved by increasing the number of clicks to perform a purchase. That's what the numbers told them was the right thing to do. And sure enough, the client's revenue increased. Counterintuitive -- but true.)
Similarly, control isn't all bad. UIs can often be made cleaner and easier to use -- especially for novice users -- by limiting functionality. Again, this is nothing Nielsen himself hasn't accepted for years. This is not to say that constraint is freedom; but constraint can give you more free time, when it prevents you from wasting effort on things you don't need.
Aside: I'm always wary of Google as an exmple of any kind of "empowerment." Google right now controls a mind-boggling array of resources, and is in the process of leveraging them to exert an unprecedented level of control over the merchandisability of your browsing experience. That you will remain largely unaware of this process is a testament both to their technical aplomb and to their insipid arrogance.
Where this starts to get interesting is with mystery. I've conflated Nielsen's "Mystery" with "game-play" -- guilty of my own reinterpretation, to be sure, but I think it's valid, and I'm not really alone. Kim Krause has made a similar leap. "Conformity is Nielsen's mantra," she declares. But to proclaim that, she has to ignore Nielsen's praise for J. K. Rowling's "personal" site, which makes extensive use of playful, "mysterious" interface metaphors. "The site feels more like an adventure game," writes Nielsen, "but thatâ??s appropriate because its primary purpose is to feed fans rumors about Rowlingâ??s next book." He goes on:
User research with children shows that they often have problems using websites if links and buttons don't look clickable. At the same time, using a virtual environment as a main navigation interface does work well with kids, even though it's rarely appreciated by adults (outside of games). Also, children have more patience for hunting down links and rolling over interesting parts of a page to see what they do. On balance, the mystery approach to design succeeds for Rowling -- just don't try it for sites that are not about teenage wizards.
So, maybe these aren't hard and fast rules. Maybe there's a little wiggle-room in Nielsen's declarative statements, after all.
But Krause seems to want more than just wiggle room -- she wants mystery. She wants "I'm Feeling Lucky."
Cool. I like that, too. In fact, that's why I dislike Google, because their "I'm feeling lucky" search is nothing more than a glorified popularity meter. I don't want to know what the most popular return on my search term is; I want to see what my options are.
That's how I find things I don't expect to find: By being able to see the results that might not be "most popular." That's how I get serendipity.
Krause does have a point, though, when she notes that it's memorability that makes the site. Google was memorable, she said, because people learned new ways to use the tool: "They could look up people before that first date. They could type in search terms and hit 'I'm Feeling Lucky' to see what one web site Google would find for them out of all the pages in its index. Google was fun to use." (Actually, I always thought HotBot was terrific fun to use, because its Boolean search interface gave me a sense of power by letting me whittle down my results set to exactly what I wanted. But hey, that's just me, I guess...)
When she talks about sites being "memorable", what's she's talking about sounds an awful lot like Don Norman's "emotional design"; and indeed, I think that's what you get when you unify good design for usability with strong content and a design that speaks to that content. One site that strikes me as very successful in this regard is Burningbird. Superficially, the site is constantly changing, seeming to show a new look with almost every viewing. But having used the site once or twice, you will always still know how to use it again. Nothing about the interaction design per se changes when the graphics and colors and typefaces change. The menus stay in the same place, the action-cues stay the same.
I disagree with people who say that this is inherently hard. It does require care, but it's as hard as you make it; if you lean toward control, then you will be frustrated in your attempt to force an experience of memorable mystery upon your users, and it will all be very, very hard. If you let the content and your purpose drive your design, you will, by definition, get what you went looking for. The problem, as always, is to pick the right goal.