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Hick's Law

Hick’s Law states that the more options a user is presented with, the longer it will take them to make a decision.

Main points

Presenting fewer options to your users means that they will take less time to make a decision.

The K.I.S.S principle (keep it simple, stupid) mirrors Hick's Law.

Card-sorting can be used to identify categories, in order to refine Information Architecture.

Usage tips

Landing Pages

Hick's Law is very powerful when considered whilst designing landing pages - a user has landed at your site, but what now? The longer it takes a user to make a decision on yout site, the more likely it is that they will bounce away.

Less is more

If you want to produce a frictionless journey, reduce the number of options you display to a user - limit options to what a user needs.

But don't be afraid of a little friction at times; slowing the user down can also be beneficial.