⏱️ Hick's Law: Simplifying Decision-Making in Design

Hick's Law is a psychological principle that states that the time it takes for an individual to make a decision increases with the number of available choices. In user experience (UX) design, understanding Hick's Law is crucial for creating interfaces that are easy to navigate and reducing the cognitive load on users.

What is Hick's Law?

Hick's Law, named after psychologists William Edmund Hick and Ray Hyman, states that the time it takes to make a decision increases logarithmically with the number and complexity of choices. This principle, derived from cognitive experiments, measures the "rate of gain of information" — the time required to process bits of information. Despite common intuition, doubling the number of choices does not double decision time due to its logarithmic nature, where the increase in decision time diminishes as choices grow.

The key point is straightforward: in design, simplification is typically the optimal approach to decision-making.

Understanding Hick's Law

Hick's Law suggests that the more choices presented to users, the longer it will take them to make a decision. This principle can be applied to UX design to help streamline decision-making processes and ensure that users are not overwhelmed by too many options.

For example, presenting users with a menu that has numerous options can increase the time and effort required to find what they are looking for. By reducing the number of choices or grouping related items, designers can help users make decisions more quickly and efficiently.

In UX design, leveraging Hick's Law involves simplifying choices and organizing content in a way that reduces the time required for users to make decisions.

Play with Hick's Law Experiment

Hick's Law provides a formula for the average reaction time $T$ required to choose among $n$ equally probable options:

T = b \cdot \log_{2}(n+1)

Here, $b$ is a constant empirically determined by experimental data. The logarithm $log_{2}(n+1)$ reflects the hierarchical depth of decision-making, akin to a binary search mechanism where choices are subdivided into categories, reducing the decision set efficiently.

When choices have unequal probabilities, the law can be generalized using information-theoretic entropy $H$ :

T = b \cdot H

The entropy $H$ is calculated as:

H = \sum_{i=1}^{n} p_i \log_{2}\left(\frac{1}{p_i} + 1\right)

where $p_i$ represents the probability of the $_i$ -th alternative. Hick's Law, similar in form to Fitts's Law, arises because decision-making involves categorizing choices, thereby reducing the set of possibilities logarithmically rather than evaluating each option individually, which would require linear time.

Hick's Law Examples

Smartphone Interfaces

Mobile phone interfaces typically limit the number of icons visible on the home screen, making it quicker for users to locate and tap their desired app without excessive scrolling or searching.

Websites often streamline their navigation menus to include only essential categories and subcategories, reducing the number of decisions users must make to find desired information quickly.

Automated Phone Systems

Many customer service phone systems use menu trees with limited options at each level. This approach guides callers efficiently toward their intended service without overwhelming them with excessive choices.

Google Homepage

Google minimizes the decisions needed to enter a keyword by eliminating any extra content that could distract from typing or require additional decision-making.

The search homepage of Google

Other Examples

Trello: Trello's third signup step has a dropdown with 15 options, making it hard to pick one.
Duolingo: Duolingo's list of lessons can sometimes be overwhelming.
Zapier: Zapier showed too many navigation links during their upgrade flow, which distracts users from crucial checkout steps.
Travel Booking Apps: In a travel booking app like Airbnb, having too many options can lead to a paradox of choice, potentially causing user churn.

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? #progressive disclosure)
If you can't minimize the options, try to put them in an easily skimmable order and make sure the items are familiar; else, it won't work.

Applications in UX Design

Hick's Law can be applied in UX design to improve usability, enhance user engagement, and create a more efficient experience. Here are some practical ways to use Hick's Law in UX design:

1. Limit the Number of Choices

Reduce the number of choices presented to users at any given time. For example, instead of showing all options on a single page, use categories or filters to help users narrow down their choices.

2. Use Progressive Disclosure

Use progressive disclosure to present information gradually. By revealing options step-by-step, users are not overwhelmed by too many choices at once, making it easier for them to decide.

Group similar options together to help users quickly identify relevant choices. This reduces the cognitive load and makes it easier for users to find what they need.

4. Prioritize Primary Actions

Highlight the most important actions or choices to help users focus on what matters most. By emphasizing primary actions, designers can guide users toward the desired outcome without overwhelming them with secondary options.

Note: Hick's Law emphasizes the importance of simplifying choices and reducing cognitive load. By applying this principle, UX designers can create more efficient and user-friendly experiences that help users make decisions quickly and confidently.

Key Takeaways

Hick's Law states that the time required to make a decision increases with the number of available choices.
In UX design, limiting the number of choices, using progressive disclosure, grouping related options, and prioritizing primary actions can help leverage Hick's Law effectively.
By understanding and applying Hick's Law, designers can create more efficient and user-friendly experiences that reduce cognitive load and improve decision-making.

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⏱️ Hick's Law: Simplifying Decision-Making in Design

What is Hick's Law?

Understanding Hick's Law