UX Hick’s Law

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      Hick’s Law, also known as the Hick-Hyman Law, is a psychological principle that states that the time it takes for a person to make a decision increases logarithmically as the number of options or alternatives increases. This law was first proposed by psychologists William Edmund Hick and Ray Hyman in 1952.

      In the context of user experience (UX), Hick’s Law is often applied to the design of interfaces, where designers aim to minimize the number of options or choices presented to users in order to reduce decision-making time and cognitive overload.

      When designing a menu for a website or application, a designer may choose to limit the number of options presented to users to ensure that users can quickly find what they are looking for without becoming overwhelmed. By reducing the number of options, the designer can help to improve the user’s experience and increase the likelihood that they will complete their intended task.



      1. Identify the decision points: Start by identifying the key decision points in your design. These are the points where users need to make a choice or decision in order to complete a task.
      2. Analyze the options: Once you have identified the decision points, analyze the options that you are presenting to users. Are there too many options? Are the options organized in a logical and easy-to-understand way?
      3. Prioritize options: Prioritize the options based on their importance or frequency of use. This will help you to determine which options should be presented prominently and which ones can be hidden behind menus or sub-pages.
      4. Group related options: Group related options together to reduce the cognitive load on users. This can be done using visual cues like color, spacing, or headings.
      5. Test and iterate: Test your design with users to see if it is effective in reducing decision-making time and cognitive load. Gather feedback and iterate on the design as needed.


      1. Faster decision-making: By limiting the number of options presented to users, it can help to reduce decision-making time, making the user experience faster and more efficient.
      2. Improved usability: By simplifying the interface and reducing the cognitive load on users, Hick’s Law can improve the usability of the interface and make it easier for users to complete tasks.
      3. Better engagement: By reducing the number of distractions and focusing the user’s attention on the most important options, it can increase user engagement with the interface.
      4. Clearer organization: By grouping related options together, it can help to organize the interface and make it easier for users to understand the available options.
      5. Higher conversion rates: By simplifying the interface and reducing the cognitive load on users, Hick’s Law can help to increase conversion rates by making it easier for users to complete tasks and achieve their goals.


      1. Limited flexibility: By limiting the number of options presented to users, designers may also limit the flexibility and customization options available to users. This can be frustrating for users who have specific needs or preferences that are not accommodated by the limited options available.
      2. Oversimplification: By focusing too much on simplicity and reducing the number of options, designers may oversimplify the interface and overlook important features or functionality that could be valuable to users.
      3. Lack of creativity: By relying too heavily on it, designers may become overly cautious and avoid taking creative risks that could result in innovative and engaging interfaces.
      4. Inaccurate assumptions: Assumes that users always make decisions based solely on the number of options presented, but in reality, there are many other factors that can influence decision-making, such as context, user goals, and personal preferences.
      5. Not applicable to all situations: Most effective in situations where users need to make a quick decision based on a limited set of options. However, in some contexts, such as research or exploration, users may require more options and information to make informed decisions.
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