Issuu is one of Time magazine's Top 50 best websites in 2009
Time Magazine article

Issuu Paper View

Ever needed to read a PDF- or Word-file but didn't have the correct plugin to view it? Issuu is a service that tries to eliminate the usual way we think about documents. They think of themselves as the YouTube of typography. Issuu by default uses a Flash based viewer, but why would you replace one plugin with another? (well Flash have an install-base around 98% so that might answer it) to create an alternative they hired me to build a javascript/ajax based viewer, that should be able to gracefully scale down to browsers that didn't support any plugins.
Another criteria was that the look and feel should mimic a typical document reader (guess which) again to offer an alternative to people who just wanted a plain no-fuss experience.