UX Laws For Designing Intuitive Digital Experience In 2023
Learn the top-notch UX laws to build astounding digital experiences on web and in new realities like VR, AR.
In this new age of 2023, users expect customization, intuitive digital products and real time experience. UX psychology plays a big role in technological revolution and competitive markets to identify user behavior and helps designers to translate their pain points into engaging digital experiences.
To understand UX Psychology in a better way, we have a few UX laws curated by Jon Yablonski in his book Laws of UX. So let’s deep dive into the top-notch UX laws along with some real examples for better understanding.
1. Fitt’s Law
Fitt’s Law states that “The time to acquire a target is a function of the distance to and size of the target.”
In simple words, users have a quick click, tap or focus on the larger target. In most eCommerce sites, you’ll see the size of the call to action button, usually large enough and noticeable (larger font, different color). Plus, they place them where your cursor will cover the shortest distance or reach them with the least amount of effort.
In interface design, the target action is always easily accessible to the user — in terms of the distance traveled by the user and the target size. Especially on finger-operated mobile devices so the user can easily touch/tap them. Also, there should be adequate space around the touch target or call to action button and placement to allow users to get to it easily.
It also helps to increase the conversion rate.
For instance, the homepage of Netflix has a “Get Started” call to action button. Similarly, Pinterest has a primary and secondary button on its home screen. In both cases, the placement, target, and size of the buttons are easily accessible to users.
Even in the new reality (VR), it is preferred to give a sufficiently large CTA so that users can easily click through and move to the next page.
2. Hick’s Law
Hick’s Law states that “The time it takes to make a decision increases with the number and complexity of choices.”
It describes that too many options will overwhelm users to make a decision. Users spend more time when the number and complexity of the options are higher.
To incorporate Hick’s law into your design, break down complex tasks into smaller steps and narrow down the choice when response times are important. Also, each step should have a clear purpose and highlight options to help ease the user journey
For example,
Instead of browsing a long list of options, it's much easier when the options are grouped under categories and it’s available when required.
A single form with multiple options, breaking into a few steps and showing 3–5 options per step.
You can also use progressive disclosure which means showing things and additional information only when they are needed. Don’t show them when they’re not needed. Sometimes, limited options are enough to drive sales.
3. Parkinson’s Law
Parkinson’s Law states that “Any task will inflate until all of the available time is spent.” It is also a law of productivity.
Our human nature makes us think that spending more time doing something would give us better results. Due to this, we keep working on a task till the stipulated time ends.
In simple words, if we know that the deadline for a task is one month, then our brain will rest. However, we can easily complete the task within two weeks as well. Now, on the other hand, when we see deadline pressure, we focus on doing what is important and what we have to complete on time. So, the bottom line is that reducing the actual duration or limiting the time taken to complete a task will improve the overall user journey.
As UX-ers, your product’s interface should be available across all options and help users complete actions in a timely manner. For example,
- Auto-filling some data during the checkout process.
- Showing search suggestions to help users select a proper keyword to find products or information
By doing that you will save users time.
You can also create a sense of urgency for the user to take prompt action. For example, the illusion of a clock running out has actually proven to improve conversion and sales speed in general. That’s why flash sales or festival sales work really well.
4. Law of Proximity
The Law of proximity states that “Objects that are near, or proximate to each other, tend to be grouped together.” Basically, proximity is closeness.
The law of proximity allows us to use white-space (air) between 2 groups or different data. So if we have the same data sets, then the relevant elements should be grouped together. Whereas, if we are using different data sets then we should add space between them to clearly distinguish the data. Just like the white spaces between two paragraphs in the below example. It helps us to know whether they are talking about two different points of view or completely different from each other.
Since there’s rightly spaced in option#1, you definitely know that form of group. But imagine if the spaces were set like option#2, as a user you would get confused. You won’t know if this text in bold is grouped with the description above or below it.
5. Authority Bias
The law of Authority Bias states that “The tendency to attribute greater accuracy to the opinion of an authority figure and be more influenced by that opinion.”
In simple words, we as human beings are very decisive. So whenever we want to buy a product or equipment, we keep comparing prices, features and options. In some cases, we don’t have enough time or knowledge. So here, authority bias plays a big role. Authority bias is a shortcut our brain makes to save time and energy decisions and rely on an expert.
For example,
If a public figure like Cristiano Ronaldo endorses certain sports shoes and claims that he himself uses the same, most users will buy because Ronaldo is not only a celebrity but also a sportsman and as a sportsman, he is also a subject matter expert. So in the same way reviews, recommendations, endorsements and testimonials by someone with authority help users make decisions faster.
In eCommerce websites, users more believe in brands and testimonials.
Nowadays, AR and VR technology also take charge of authority bias. People want to see new look, placement before buy furniture or home decor. And here, AR and VR helps to decide certain things and selection before buy.
6. Miller’s Law
Miller’s Law states that “The average person can only keep 7 (plus or minus 2) items in their working memory.” Miller’s law explains why attention is limited.
Organizing the content into smaller chunks will help the users to process, understand and remember them easily. Having more than 7 elements creates confusion and distracts the attention of the user, who is no longer able to remember where the option was that he is now looking for.
Phone numbers are a great example to memorize. Just read the below number.
Now close your eyes and try to remember this number.
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.
.
.
.
.
.
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Most of us would fail.
Now, Look at the below number which breaks it up into smaller chunks.
Better than before? Easy to remember compared to the previous one?
It’s the same number, but now it’s much easier to scan and remember because according to Miller’s law, the human brain can only store seven items in working memory (perhaps one or two plus or minus).
So Miller’s law is everywhere…. Credit card, pin code number, application number even phone dialer, when you dial the number, it also appears in a few groups for easy remembering.
7. Curiosity Gap
The curiosity gap is “the space between what we know and what we want or even need to know.”
By creating a curiosity gap, you’re teasing your users, and your users with a hint of what’s to come, without giving all the answers away.
Just look at some below headings.
All this exciting news compels people to read the story. You have probably seen similar things in many products.
- Spin & win exciting rewards
- Scratch the card to know what the offer is inside.
- Shake your phone for a surprise and so on.
Google Pay and many other digital payment apps give you a reward immediately after you make your payment. They still ask you to scratch a card because that way they trigger your curiosity and get you excited.
8. Aesthetic Usability Effect
Aesthetic-Usability Effect refers to “Users often perceiving aesthetically pleasing design as design that’s more usable.”
Studies show that the first impression of a product influences its quality and long-term attitudes about its use.
For example apple website,
People tend to believe that things that look better will work better. The aesthetically pleasing design creates a positive response in human brains and leads them to believe that the product will work optimally. Due to this happening repetitively, they ignore even the smallest things with them.
The biggest revolution in this law is AI based image enhancement and editing tools. It enhances your photos with advanced AI technology in just one click. It’s automatic and super fast. The best example is Snapchat and Instagram filter feature.
9. Decoy Effect
The decoy effect is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.
This is a pricing strategy that businesses use to make us switch from an alternative to a more expensive or profitable option. By adding a decoy, they can influence what we choose to do without even realizing it.
Take the example of popcorn in multiplexes.
Imagine there is a regular price of $3 and a large size for $7. Which one will you go for?
Ideally, most consumers chose to buy a small bucket comparing the price.
Now here is the second scenario.
Imagine there is a regular price of $3 and a larger size for $7 and a new one, a medium one (decoy) is offered for $6. In this scenario, consumers will mostly choose the bigger one because they think spending just $1 gives them more. It’s a better deal. In this case, the medium size is the decoy.
Similarly, the decoy effect is used everywhere from price, subscriptions and Netflix to car variants. Strategically placed products give consumers the confidence that they deliver superior value.
It’s one of the most important laws to follow in marketing fields too.
10. Von Restorff Effect
The Von Restorff effect, “also known as The Isolation Effect, predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered.”
It’s simple, different things attract human attention and emphasize interaction.
A practical example of this law would be the subscription plan selection.
In many cases, the chat widget/icon is designed in a contrasting color making it stand out from the rest of the website so it draws the user’s attention to that element.
Conclusion:
This practical example and guide explicate how you can apply UX laws to build user-friendly products and seamless experiences that are more intuitive and human-centered. Applying these UX laws will ensure that your customers will have a smooth and engaging experience with your digital products.
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