Laws of UX Summary

"Good design is obvious. Great design is transparent." Have you ever wondered what makes some websites intuitive and others frustrating? The answer lies in understanding human behavior and applying key psychological principles.

1. Familiarity Breeds Success: Jakob's Law

Jakob's Law reminds us that users feel at ease when new websites behave similarly to ones they’re already familiar with. Just as you instinctively know how to turn on a light switch, web users expect predictable layouts and functions based on their past experiences.

The idea here is to minimize the mental effort required to explore a new interface. Instead of forcing users to relearn navigation, savvy designers work with established patterns, such as commonly placed navigation menus or familiar search bar locations. When teams veer away from these standards, careful testing ensures that the changes meet user needs without introducing confusion.

Consistent designs don’t stifle creativity. They give users a foundation to explore innovations without feeling lost. Much like how a melody makes a song familiar but unique notes make it special, Jakob's Law blends familiarity with creativity.

Examples

• Websites like Amazon and eBay share similar layouts with search bars and dropdown menus, enabling users to navigate seamlessly.
• When Google revamped Gmail's UI in 2018, it retained necessary elements while introducing simpler features like hover actions.
• LinkedIn’s efforts to improve user interface often include testing changes to ensure alignment with users’ habits.

2. Easy Access Matters: Fitts's Law

Fitts's Law focuses on interaction efficiency. It says that the time it takes to interact with an on-screen target depends on its size and distance. Designers should prioritize large, easily tappable elements positioned in accessible areas.

Think of mobile app buttons: interactions often rely on your thumbs, so layouts place important buttons near screen edges for swift access. Adequate spacing between clickable elements is equally important to prevent errors, like accidentally hitting “Deny” instead of “Accept” in apps.

This law is a reminder of the importance of user-centric designs across platforms – whether that’s a desktop screen or a smartphone.

Examples

• Apple’s large call-to-action buttons ensure easy navigation across various devices.
• Touch-sensitive elements in the Spotify mobile app leverage thumb-friendly zones.
• Microsoft once redesigned a voting interface after users mistakenly voted due to closely positioned choices.

3. Simplicity is Key: Hick’s Law

According to Hick's Law, more options lead to longer decision-making times. Overloading users results in cognitive fatigue. Designers should curate choices and simplify tasks.

This is why apps like Slack guide users through only essential features when they first sign up. Instead of overwhelming them, options unfold gradually, enhancing user ease. Equally important is presenting information as needed – for instance, Google doesn’t overwhelm users with filters until after a search is made.

Simplification doesn’t mean eliminating functionality. Instead, it’s about guiding users to focus on immediate needs, making choices logical and stress-free.

Examples

• Slack unfolds options gradually, starting with just chat functions.
• Google Search filters appear only after your initial search is complete.
• Older TV remotes were cluttered with buttons, but many modern remotes simplify functionality with minimalist controls.

4. Memory Made Simple: Miller’s Law

Miller’s Law states our brain can juggle about seven items in short-term memory. Designers can assist users by grouping information into digestible chunks.

Chunking explains why phone numbers are presented in segments. Similarly, web designers often group related data into sections, such as product pictures, descriptions, and prices, making browsing easier. Organized content naturally aids recall and reduces frustration.

Successful designs strike a balance between structure and accessibility, ensuring clarity without excessive segmentation.

Examples

• Nike categorizes filters like size and color in its website sidebar, simplifying navigation.
• News websites use headers and subheaders to group stories consistently.
• Wikipedia groups content with collapsible sections, allowing selective exploration.

5. Universality Builds Inclusiveness: Postel's Law

Postel's Law advises designers to create tools that function across varied user behaviors and preferences. Since users may be inconsistent, interfaces must remain adaptable.

Responsive design proves invaluable here. Websites resize gracefully for different screen dimensions, ensuring usability across devices. Similarly, features like gesture and voice support create inclusivity for diverse user inputs.

Flexible design creates harmony between user unpredictability and system reliability.

Examples

• Websites implementing responsive design, such as Medium, adapt beautifully to all screens.
• Apple’s Face ID uses an inclusive approach by eliminating manual password entry.
• Google Translate adjusts font sizes and layouts dynamically for easier reading of translation results.

6. Memorable Moments Shape Perception: The Peak-End Rule

According to the peak-end rule, we remember experiences based on their emotional high points and endings. Positive peaks or a strong conclusion can leave lasting impressions, even if the rest is mediocre.

For instance, Uber entertains users by showing their driver's real-time location. Mailchimp lightens moments of anxiety in marketing campaigns with humorous animations. These small delights turn worry-filled processes into memorable experiences.

Designers must note users’ emotional journey and sprinkle joy or reassurance during critical moments.

Examples

• Uber tracks your driver’s location in its app, gamifying waiting time.
• The Mailchimp mascot offers quirky messages before high-stakes actions like sending emails.
• Netflix’s autoplay trailer previews keep engagement high.

7. Looks Matter: The Aesthetic-Usability Effect

An attractive design isn’t just pretty; it boosts users’ trust in functionality. This is the essence of the aesthetic-usability effect. People equate a polished appearance with superior performance.

Apple products are iconic examples of form meeting function. Yet, designers need to balance aesthetics and true usability – a polished platform should never compromise practicality.

Approach this principle with care, ensuring beauty aligns with the functionality users demand.

Examples

• Apple’s clean designs consistently win trust and ease satisfaction.
• Pinterest organizes inspiration boards with visually cohesive elements.
• Airbnb’s layout reflects a seamless blend of minimalism and smart, intuitive design.

8. Highlighting What Matters: The Von Restorff Effect

The Von Restorff Effect explains how unique elements stand out in a sea of uniformity. Good design emphasizes the most important parts for seamless interaction.

Color, size, or motion can draw attention, but designers must avoid overwhelming users. Excessive use of standout elements leads to confusion and distraction.

It helps to think inclusively here – considering users with visual impairments or motion sensitivities ensures all audiences benefit.

Examples

• Bright “Checkout” buttons on e-commerce sites prompt decisive action.
• Spotify highlights the “New Releases” section for quick discovery.
• Facebook’s red notification bubbles grab attention without diminishing usability.

9. Keeping Complexity Hidden: Tesler's Law

Tesler’s Law argues that complexity is inevitable but shouldn’t burden users. Smart design shifts that complexity onto the system, simplifying user tasks.

A fine example of this is Gmail’s autocomplete feature, which guesses email addresses once you start typing. Similarly, one-click purchase buttons reduce the checkout process to its simplest form – perfect for busy users.

Designers should always focus on removing unnecessary barriers.

Examples

• Gmail auto-suggests recipients based on past email history.
• Amazon’s one-click buy option streamlines purchasing steps.
• Spotify auto-categorizes songs into playlists users might like based on listening patterns.

Takeaways

1. Keep interfaces intuitive by incorporating familiar patterns and testing changes with actual users.
2. Reduce cognitive loads by simplifying layouts, grouping information logically, and guiding user focus with intentional contrasts.
3. Prioritize ethical design by avoiding addictive mechanisms like infinite scrolling and fostering inclusivity for all user types.