30 Days of UI/ UX Laws and Principles
Every task should take 3 clicks
Click, click, click… Done
Introduction
Imagine you’re searching for a recipe online. You land on a website, and you can’t find the search bar. You click here and there, scroll up and down, and still, you can’t find it. By the time you eventually find what you’re looking for, your enthusiasm for cooking has somewhat waned.
We’ve all been there, haven’t we? Today, we’re diving into something that aims to solve just this kind of user frustration: the 3-Click Rule. This is Day 24 of our series “30 Days of UX Laws and Principles.” If you haven’t yet caught up with Day 23, I highly recommend you read it.
In today’s discussion, we’ll be covering:
- Understanding the 3-Click Rule
- Breaking Down the 3-Click Rule and UX
- Real-Life Brand Examples
- Difficulties and Limitations
Understanding the 3-Click Rule
Back in the early 2000s, web usability consultant Jeffrey Zeldman coined the 3-Click Rule. It’s a simple yet groundbreaking principle:
“Any information or action should be accessible within no more than three clicks.”
In other words, it should take users no more than three clicks to find what they’re looking for on a website. Jeffrey Zeldman, whose work is a cornerstone in the field of web design, brought this idea into the mainstream as a way to make websites more user-friendly.
Over the years, the 3-Click Rule has evolved, with some professionals questioning its applicability in every context. However, it still serves as a useful guideline for designers and developers striving to make navigation as intuitive as possible.
“Why Three?”
The number three in the 3-Click Rule isn’t an arbitrary choice; it’s more of a “sweet spot” in user experience design. When users interact with a website, the initial click is usually a commitment to the site, signaling that they want to engage with it. The second click generally narrows down their choices and focuses their interest, steering them closer to their end goal. By the third click, users expect to have arrived at their final destination — whether it’s finding information, making a purchase, or completing some other task. Three clicks, therefore, provide a structure that mirrors the natural decision-making process: from broad exploration to focused execution.
Moreover, the number three serves as a rule of thumb that plays into our cognitive load — our brain’s ability to hold and process a certain amount of information at a time. The human brain generally finds it easier to grasp information in chunks, and the number three is small enough to be easily digestible but substantial enough to allow for meaningful navigation. So while the “three” isn’t set in stone, it’s informed by an understanding of cognitive psychology and user behavior, striking a balance between ease and depth of navigation.
Breaking Down the 3-Click Rule and UX
We’ve established that the 3-Click Rule is a guideline that promotes ease and efficiency in navigating a website. But what does this look like in practice when it comes to User Interface (UI) and User Experience (UX)?
Consider the transformation of airline websites over the years. In the past, booking a flight involved sifting through multiple pages and a complicated maze of options. Modern airline websites, however, have simplified this into a more streamlined process. With just a few clicks, users can select a destination, choose a flight, and make a payment. This simplified UX flow doesn’t just make life easier for travelers; it also reduces the likelihood of users abandoning their booking halfway through. It’s a prime example of how thoughtful UX design can transform a cumbersome process into a straightforward, enjoyable experience.
Digital Experience: An Everyday Example
Let’s say you’re using a streaming service, like Netflix. The primary goal for most users here is simple: find a movie or TV show to watch and start streaming. Now, if the UI is designed well, following the 3-Click Rule, this is how your interaction might unfold:
- First Click: You open the Netflix app. Your first click is on the ‘Browse’ section to explore genres.
- Second Click: You decide you’re in the mood for a comedy, so you click on the ‘Comedy’ genre tab.
- Third Click: You see a thumbnail for a movie that interests you and click it, taking you to a page where you can start streaming instantly.
There you go — you’ve found what you’re looking for in just three clicks. Easy, right?
The 3-Click Rule in UI and UX
The 3-Click Rule’s brilliance lies in its ability to guide not just web design but also the whole experience of interacting with a digital interface. For UI designers, it means ensuring that menus are clear, icons are understandable, and clickable elements are easily identifiable. For UX designers, it guides the flow and logic of the user’s journey, focusing on how to get the user from point A to point B with minimal frustration.
When integrated well, the 3-Click Rule makes a site or app not just usable but also delightful. It transforms digital interactions from something we have to do to something we want to do, and in an era of endless digital options, that’s a serious competitive edge.
Real-Life Brand Examples
The 3-Click Rule isn’t just a theoretical concept; many leading brands have implemented this guideline to streamline their user journeys. Here are a few instances where you’ve likely encountered the 3-Click Rule without even realizing it:
Amazon
Let’s talk about the retail giant, Amazon. When you visit their homepage, it’s clear they’ve given thought to the 3-Click Rule.
- First Click: You start by searching for an item in the search bar at the top.
- Second Click: You find an item that looks promising and click on it to view details.
- Third Click: After reading the product details, reviews, and perhaps checking out some photos, you click the ‘Add to Cart’ button.
And there you have it! Within three clicks, you’ve found what you need and are ready to check out.
Google Maps
The ubiquitous map service also plays well with the 3-Click Rule.
- First Click: You enter your starting point and destination.
- Second Click: You choose your preferred mode of transportation (car, public transit, walking).
- Third Click: You click ‘Start’ to begin navigation.
That’s all there is to it. Google Maps has made it incredibly simple to get from planning to doing.
Even platforms for professional networking like LinkedIn have adopted this rule to some extent. For example, if you’re looking to connect with someone:
- First Click: You click on the ‘Search’ bar and enter their name.
- Second Click: You click on the person’s profile from the search results.
- Third Click: You click the ‘Connect’ button.
Again, the goal here is to minimize friction and make it as straightforward as possible for users to complete their tasks.
Difficulties and Limitations
While the 3-Click Rule serves as an excellent guideline for many scenarios, it’s not without its challenges and limitations. Here’s a look at some aspects where the rule might not always be the silver bullet:
Is Three Always the Charm?
The idea that every task should be achievable in three clicks can sometimes oversimplify complex processes. For example, configuring advanced settings on a software platform or completing a multi-step online course can’t realistically be compressed into just three clicks without sacrificing crucial details.
Lack of Context
The 3-Click Rule doesn’t account for the context in which information is found. Sometimes, a longer journey might be more educational or enjoyable for the user. Think of a museum website where exploring can be part of the fun, or a detailed article where each click offers deeper, valuable insights.
- Not a One-Size-Fits-All: The 3-Click Rule isn’t universally applicable for every type of website or digital experience.
- Information Density: Some information-heavy sites might struggle to compartmentalize everything within three clicks.
- Navigation Clarity: Striving for fewer clicks can sometimes lead to confusing menus or too many options presented at once.
- User Familiarity: Experienced users might prefer a more complex navigation that allows quicker access to advanced features, even if it means more clicks.
Conclusion
The 3-Click Rule has its roots in making our digital experiences as straightforward and efficient as possible. And while it’s a powerful guideline that many successful brands employ, it’s not the be-all and end-all of web design or user experience. Like any rule, it serves as a starting point — a guideline to get the creative and strategic juices flowing.
What makes it genuinely valuable is its capacity to remind designers, developers, and stakeholders to always put the user first. In an age of almost limitless digital possibilities, simplifying the journey for the end-user is often what sets a brand apart.
Written by: Inchara, kubo media team.
Check out: 30 Days of UX Laws and Principles
Check out Day 23: Occam’s Razor
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