Cognitive Biases & Principles That Affect Your UX
UX Laws
Design is not just what it looks like and feels like. Design is how it works. Information below taken from Growth Design.
Design is not just what it looks like and feels like. Design is how it works. Information below taken from Growth Design.
Users filter out a lot of the information that they receive, even when it could be important
More options leads to harder decisions
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Hick's Law definition
Hick’s Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
Hick's Law checklist
People look for evidence that confirms what they think
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Confirmation Bias definition
People tend to search for, interpret, prefer, and recall information in a way that reinforces their personal beliefs or hypotheses.
Confirmation Bias examples
Facebook optimizes for what users want to see and creates “filter bubbles”. Their feed shows you more of the information that confirms what you believe in (whether that’s true or not)
Previous stimuli influence users' decision
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PRIMING DEFINITION
Subtle visual or verbal suggestions help users recall specific information, influencing how they respond. Priming works by activating an association or representation in users short-term memory just before another stimulus or task is introduced.
Priming EXAMPLES
✔ The friendly-looking airport landscape lets the users dream about their next trip increasing the chances of a positive experience: Ex: Hopper
✔ Superhuman's onboarding includes a priming on the fact that you'll receive some helpful onboarding emails from their CEO
✔ Tinder misses a great opportunity to prime new singles during the onboarding
✔ Brave primes you to focus on the importance of privacy during their onboarding, making you more likely to choose DuckDuckGo instead of Google search. Brave can hence subtly (but respectfully) reduce the brand awareness of their number one competitor: Google.
Total amount of mental effort that is required to complete a task
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COGNITIVE LOAD DEFINITION
Cognitive load is the total amount of mental effort that is required to complete a task. You can think of it as the processing power needed by the user to interact with a product. If the information that needs to be processed exceeds the user’s ability to handle it, the cognitive load is too high.
COGNITIVE LOAD EXAMPLES
✔ A great example of reducing the load is Tinder's profile onboarding
✔ Hopper's results page has loads of information to parse, making the task of choosing a date harder:
✔ Mario Kart's home page is packed with graphics and gizmos. However, it wasn't random, find out why they designed it that way:
Users rely heavily on the first piece of information they see
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ANCHORING BIAS DEFINITION
The initial information that users get affects subsequent judgments. Anchoring often works even when the nature of the anchor doesn't have any relation with the decision at hand. It's useful to increase perceived value.
NCHORING BIAS EXAMPLES
✔ Tinder's pricing table shows the most expensive subscription plan first (the anchor) so that the other plans look inexpensive in comparison
✔ Brick and mortar shops often display very expensive items in the front with visible price tags so that the item you end up seeking seems cheaper.
Subtle hints can affect users' decisions
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NUDGE DEFINITION
People tend to make decisions unconsciously. Small cues or context changes can encourage users to make a certain decision without forcing them. This is typically done through priming, default option, salience and perceived variety.
NUDGE EXAMPLES
✔ While you search for a place to stay, Airbnb nudges you to add a date and number of guests instead of forcing those filter
✔ Amazon uses status quo bias to encourage behaviors that aren't necessarily to the user's advantage
Users are less overwhelmed if they're exposed to complex features later
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Large and close elements are easier to interact with
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users tune out the stuff they get repeatedly exposed to
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Create a new option that's easy to discard
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
The way information is presented affects how users make decisions
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users' thoughts filter what they pay attention to
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People underestimate how much emotions influence user behaviours
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Elements used to guide users' eyes
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People notice items that stand out more
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
The order in which people perceive what they see
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People filter out things from their environment when in focus
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People neglect things that don't make it past a selection process
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Elements that are close and similar are perceived as a single unit
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Elements that communicate what they will do
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users' attention is drawn to higher visual weights
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
When the information on what to do next is within the prompt itself
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People tend to choose the middle option in a set of items
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Elements close to each other are usually considered related
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
If you simplify too much, you'll transfer some complexity to the users
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users are more likely to take action when the effort is small
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
When users take action, feedback communicates what happened
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People tend to be influenced by their own expectations
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People perceive designs with great aesthetics as easier to use
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
When users try to give sense to information, they make stories and assumptions to fill the gaps.
Users adapt their behaviors based on what others do
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People value things more when they're in limited supply
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users have a desire to seek out missing information
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users have a preconceived opinion of how things work
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People prefer familiar experiences
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users adapt more easily to things that look like real-world objects
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People feel the need to reciprocate when they receive something
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users care disproportionately about an individual as compared to a group
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People especially enjoy unexpected rewards
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
When new users first realize the value of your product
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Motivation increases as users get closer to their goal
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Simple solutions are often better than the more complex ones
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users tend to prefer socially responsible companies
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users change their behavior when they know they are being observed
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People judge things (or people) based on their feelings towards one trait
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users can only keep 5±2 items in their working memory
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
One unit of something feels like the optimal amount
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Being fully immersed and focused on a task
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users attribute more importance to the opinion of an authority figure
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Tasks that are part of a group are more tempting to complete
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Individual items seem more attractive when presented in a group
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HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Not realizing that people don't have the same level of knowledge
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users are more likely to interact with prompts they setup for themselves
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users tend to skew survey answers towards what's socially acceptable
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
It's painful to hold two opposing ideas in our mind
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
When users know what to expect before they take action
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People overestimate their ability to predict outcomes after the fact
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users perceive a relationship between elements that look similar
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users interpret ambiguous images in a simpler and more complete form
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
When trying to censor information ends up increasing awareness of that information
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
People tend to believe they are being noticed more than they really are
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users are more likely to take action if there's a feeling of new beginnings
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users filter out a lot of the information that they receive, even when it could be important
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users filter out a lot of the information that they receive, even when it could be important
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
Users adapt their behaviors based on what others do
COLLAPSED
EXPAND
HICK'S LAW DEFINITION
Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
HICK'S LAW CHECKLIST
✔ Find an area where you have a lot of options or a lot of repetitions.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?.
✔ Try to either reduce the number of options or find ways to hide items. (Do they all need to be displayed at once?
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