Laws of UX
Hick's Law
The more options people see, the longer they take to decide.
Why it matters
Decision time grows with the number of choices. Trim menus, group options, and highlight a recommended choice.
How to apply it
- Keep top-level navigation short
- Offer a recommended default
- Break long choices into steps or categories
Common mistakes
- Mega menus on simple sites
- Pricing pages with six plans
Quick answers
What is Hick's Law?
The more options people see, the longer they take to decide. Decision time grows with the number of choices. Trim menus, group options, and highlight a recommended choice.
How do I apply Hick's Law in UI design?
Keep top-level navigation short. Offer a recommended default. Break long choices into steps or categories.
What are common mistakes with Hick's Law?
Mega menus on simple sites. Pricing pages with six plans.