Hick's law
- Option C
- Sep 24
- 2 min read
The first concept in our "Them's the Rules" series is the UX law, Hick's Law. Let's look at what it is and how it applies in both UX and in life.
Definition:
The time it takes to make a decision increases with the number and complexity of choices.
Key principles:
Every additional option slows down decision-making
People get overwhelmed and may defer decisions entirely
Great source: https://lawsofux.com/hicks-law/
Examples in UX:
This is Sweden's government policy menu. Fact: No government site has ever heard of Hick’s Law.
How about this stunner?
Not only have you been blinded but you are NOT leasing a car from this site. Sorry, Ling.
Examples IRL:
The Cheesecake Factory menu is famously doing the most. Browse for 30 minutes, stare into the void...just go with the burger and some plain cheesecake.
OR this tale as old as TV:
Spend 45 minutes scrolling through 847 shows...turn on The Office...again.
Solutions?
In the world of UX, there are always ways to mitigate the overwhelm of choice. Here are just a few ideas:
show a few top choices and give the user the option to select more
wizards that break down choices selectively and hide irrelevant steps or information
hide granular options from the normal flow, and provide a separate power user flow to get into the details
a distinctive button for the main call to action. Having too many calls to action on a single page is just confusing
What about overwhelming choices in life? This one is trickier but here's what we got so far:
buy the same outfit for every day of the week like a cartoon character?
don’t eat at Cheesecake Factory?
out of ideas. let us know if you figure this one out!
Where else do you see Hick's Law in UX and life? Next time you spot it, don't let it overwhelm you or your users!
Comments