User Experience
Hick’s Law
Also known as: Hick's Law
Plain English
More choices make decisions slower.
Definition
Hick’s Law states that the time it takes to make a decision increases with the number of choices available.
In practice
Used to simplify options and reduce decision complexity.
In context
It gets over-applied as fewer options are always better. Grouping twenty items into four clear categories usually beats cutting to eight arbitrary ones.
The reality
Too many options glossaryLeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term to hesitation and glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term.
Compared with
Hick's Law vs Choice Overload
Hick's Law predicts decisions take longer as options increase, a timing effect. glossaryChoice OverloadChoice overload occurs when too many options make decision making difficult and reduce the likelihood of action.Open glossary term describes people giving up entirely. One slows glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term; the other stops it.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is Hick’s Law?
It states that more choices increase decision time.
Why is Hick’s Law important?
It helps reduce decision glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term.
How do you apply it?
By limiting and grouping choices.
What happens with too many options?
Users hesitate or abandon.
Related Services
Related Guides
Related Terms
