The Logarithmic Relationship between Choice and Time: Hick’s Law

Have you ever felt overwhelmed by too many choices when browsing a website or using an app? If so, you are not alone. Many users experience decision fatigue and frustration when they encounter too many options or features on a digital product. This can negatively affect their user experience (UX) and user interface (UI) design, as well as their engagement and conversion rates.

To avoid this problem, web designers and developers can apply a psychological principle known as Hick’s Law (or the Hick-Hyman Law) to their work. Hick’s Law states that the time it takes for a person to make a decision increases logarithmically with the number of alternatives available. In other words, the more choices you offer your users, the longer they will take to decide, and the more likely they will abandon your product.

In this article, we will explain what Hick’s Law is, how it affects UX and UI design, and how you can use it to create better web products. We will also show you three real examples of web design that apply Hick’s Law effectively.

What is Hick’s Law?

Hick’s Law is named after two psychologists, William Edmund Hick and Ray Hyman, who conducted experiments in the 1950s to measure how people’s reaction time varied with the number of stimuli presented. They found that the relationship between the number of stimuli (n) and the reaction time (RT) could be expressed by the following formula:

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where a and b are constants that depend on the task and the conditions.

This formula means that as the number of stimuli increases, the reaction time increases as well, but at a decreasing rate. For example, if a user has to choose between two options, it might take them one second to decide. If they have to choose between four options, it might take them two seconds. But if they have to choose between eight options, it might take them only three seconds, not four.

Hick’s Law has been applied to various fields, such as human-computer interaction, ergonomics, information design, and marketing. It is especially relevant for UX and UI design, as it helps designers understand how users process information and make decisions on digital products.

How does Hick’s Law affect UX and UI design?

UX and UI design are closely related disciplines that aim to create products that are easy to use, attractive, and satisfying for users. UX design focuses on the overall experience of using a product, while UI design focuses on the visual elements and interactions of a product.

Hick’s Law affects both UX and UI design by influencing how users perceive and interact with a product. If a product offers too many choices or features, users may feel confused, overwhelmed, or frustrated. They may also spend more time and cognitive effort to make a decision, which can reduce their satisfaction and loyalty. On the other hand, if a product offers too few choices or features, users may feel bored, limited, or unsatisfied. They may also miss out on some valuable functions or benefits that could enhance their experience.

Therefore, UX and UI designers need to find the optimal balance between simplicity and complexity when designing a product. They need to consider factors such as the user’s goals, needs, preferences, expectations, context, and behavior. They also need to test and evaluate their designs with real users to ensure that they meet their needs and expectations.

How to apply Hick’s Law in UX design?

UX design involves various stages and processes, such as research, analysis, ideation, prototyping, testing, and iteration. At each stage, UX designers can apply Hick’s Law to improve their designs and optimize their user experience. Here are some tips on how to apply Hick’s Law in UX design:

• Conduct user research to understand your target audience and their needs, goals, pain points, motivations, and behaviors. This will help you define your user personas and scenarios, as well as your value proposition and user journey.
• Analyze your competitors and benchmarking data to identify best practices and gaps in the market. This will help you differentiate your product from others and offer unique value to your users.
• Ideate and brainstorm solutions that address your user’s needs and goals. Use techniques such as sketching, wireframing, storyboarding, mind mapping, or card sorting to generate ideas and organize them into categories or hierarchies.
• Prototype your solutions using low-fidelity or high-fidelity methods depending on your objectives and resources. Use tools such as paper prototypes, mockups, wireframes , or interactive prototypes to test your ideas with users.
• Test your prototypes with real users using methods such as usability testing , A/B testing , surveys , or interviews . Collect feedback from users on aspects such as ease of use, satisfaction, engagement, and conversion. Use metrics such as time, errors, clicks, or ratings to measure your performance.
• Iterate your designs based on the feedback and data you collected. Make changes and improvements to your prototypes and test them again until you reach your desired outcomes.

How to apply Hick’s Law in UI design?

UI design involves creating the visual elements and interactions of a product, such as layout, color, typography, icons, buttons, menus, forms, animations, etc. UI design is influenced by UX design, as it needs to support the user’s goals and needs, as well as the product’s functionality and aesthetics. UI designers can apply Hick’s Law to their work by following some principles and guidelines, such as:

• Use clear and consistent labels and icons for your navigation and actions. Avoid using ambiguous or unfamiliar terms or symbols that may confuse or mislead your users. Use tooltips or help text to provide additional information or guidance when needed.
• Group and categorize your content and features into logical and meaningful sections or pages. Use headings, subheadings, tabs, accordions, or cards to organize your information and make it easier to scan and access. Use breadcrumbs or progress indicators to show your users where they are and where they can go.
• Limit the number of options or features you offer on each screen or page. Use the principle of progressive disclosure to hide or reveal information or functions based on the user’s needs or actions. Use dropdown menus, modal windows, or collapsible panels to reduce clutter and cognitive load.
• Prioritize the most important or frequent options or features on your interface. Use visual cues such as size, color, contrast, position, or shape to highlight or emphasize them. Use negative space or white space to create balance and harmony on your layout.
• Provide feedback and confirmation for your user’s actions. Use animations, sounds, colors, or text to show the results or consequences of your user’s actions. Use loaders or spinners to indicate the progress or status of a task. Use alerts or messages to inform your users of errors or successes.

3 Real Examples of Web Design that Apply Hick’s Law Effectively

To illustrate how Hick’s Law can be applied in web design, we will show you three real examples of websites that use it effectively. We will explain how they use Hick’s Law principles and guidelines to create simple, intuitive, and engaging interfaces for their users.

Example 1: Google

Google is one of the most popular and widely used search engines in the world. It is also one of the best examples of applying Hick’s Law in web design. Google’s homepage is extremely simple and minimalist, offering only one main option: a search box where users can enter their queries. There are no distractions or unnecessary elements on the page that could confuse or overwhelm the users. The search box is also prominently positioned and highlighted on the page, making it easy for users to find and use it.

Google also applies Hick’s Law in its search results page , where it displays relevant information and options for users based on their queries. Google uses categories , filters , tabs , cards , maps , images , videos , etc., to group and organize its content and features into logical and meaningful sections. Users can easily navigate and access the information they need by using these elements. Google also uses progressive disclosure to hide or reveal more information or options depending on the user’s needs or actions.

Example 2: Netflix

Netflix is a leading online streaming service that offers a wide range of movies, shows, documentaries, etc., for its users. Netflix also applies Hick’s Law in its web design by providing a simple and intuitive interface that helps users find and watch their favorite content. Netflix uses a grid layout to display its content in rows and columns based on different categories , genres , recommendations , etc. Users can easily scroll through the content horizontally or vertically using their mouse or keyboard. Netflix also uses thumbnails , titles , ratings , genres , etc., to provide relevant information about each content item.

Netflix also applies Hick’s Law in its content detail page , where it shows more information and options for each content item. Netflix uses a large banner image to attract the user’s attention and highlight the main option: a play button that allows users to watch the content immediately. Netflix also uses tabs to group and categorize more information and options into sections such as overview , episodes , trailers , more like this , etc. Users can easily access these sections by clicking on the tabs.

Example 3: Airbnb

Airbnb is an online platform that connects travelers with hosts who offer accommodation options around the world. Airbnb also applies Hick’s Law in its web design by creating a simple and user-friendly interface that helps users find and book their ideal places to stay. Airbnb uses a search box as its main feature on its homepage, where users can enter their destination, dates, and number of guests . Airbnb also uses a map to show the location and availability of the accommodation options in the selected area. Users can easily filter and sort their results by using elements such as price range , property type , amenities , ratings , etc.

Airbnb also applies Hick’s Law in its accommodation detail page , where it shows more information and options for each accommodation option. Airbnb uses a large carousel image to showcase the property and its features. Airbnb also uses headings, subheadings, icons, buttons, etc., to organize and display information such as description , host profile , reviews , availability , price breakdown , cancellation policy , etc. Users can easily access and interact with these elements by scrolling or clicking on them.

Conclusions

Hick’s Law is a psychological principle that states that the time it takes for a person to make a decision increases logarithmically with the number of alternatives available. Hick’s Law affects UX and UI design by influencing how users perceive and interact with digital products. UX and UI designers can apply Hick’s Law to their work by following some principles and guidelines, such as:

• Conduct user research and analysis to understand your target audience and their needs, goals, preferences, expectations, context, and behavior.
• Ideate and prototype solutions that address your user’s needs and goals. Use techniques such as sketching, wireframing, storyboarding, mind mapping, or card sorting to generate ideas and organize them into categories or hierarchies.
• Test and iterate your solutions with real users using methods such as usability testing, A/B testing, surveys, or interviews. Collect feedback and data from users on aspects such as ease of use, satisfaction, engagement, and conversion.
• Use clear and consistent labels and icons for your navigation and actions. Avoid using ambiguous or unfamiliar terms or symbols that may confuse or mislead your users.
• Group and categorize your content and features into logical and meaningful sections or pages. Use headings, subheadings, tabs, accordions, or cards to organize your information and make it easier to scan and access.
• Limit the number of options or features you offer on each screen or page. Use the principle of progressive disclosure to hide or reveal information or functions based on the user’s needs or actions.
• Prioritize the most important or frequent options or features on your interface. Use visual cues such as size, color, contrast, position, or shape to highlight or emphasize them.
• Provide feedback and confirmation for your user’s actions. Use animations, sounds, colors, or text to show the results or consequences of your user’s actions.

By applying Hick’s Law in UX and UI design, you can create simple, intuitive, and engaging web products that offer a better user experience for your users.

Bibliography

[1] W. E. Hick, “On the rate of gain of information,” Quarterly Journal of Experimental Psychology , vol. 4 , no. 1 , pp. 11-26 , 1952.

[2] R. Hyman, “Stimulus information as a determinant of reaction time,” Journal of Experimental Psychology , vol. 45 , no. 3 , pp. 188-196 , 1953.

[3] N. G. Manktelow K.I., “Thinking & Reasoning: Psychological Approaches,” Routledge , London , 1996 .

[4] J. Nielsen N., “Hick’s Law: Making the choice easier for users,” Nielsen Norman Group , [Online].

[5] S. Krug S., “Don’t Make Me Think: A Common Sense Approach to Web Usability,” New Riders , Berkeley , 2014.

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