Hick’s Law in UX: The Fewer, the Merrier (Until It Isn’t)

Ah, Hick’s Law. The golden rule of don’t make me think… too hard. If you’ve ever stared blankly at a Netflix screen trying to decide what to watch, you’ve felt Hick’s Law in action. This concept also relates to reducing cognitive load in UX design.

As a UX designer with battle scars from years of interface wars, I can tell you this law is both a blessing and a trap. Like using garlic in cooking—essential, but too much and you’ll regret it.

Let’s get into what Hick’s Law is, how it applies in design, when to lean on it, and when to respectfully tell it to take a seat.

What Is Hick’s Law?

Hick’s Law (or Hick-Hyman Law if you're trying to sound fancy at a UX dinner party) is a principle stating that:

The time it takes to make a decision increases with the number of available choices.

Scientifically, it’s expressed as:

T = a + b log₂(n + 1)

T is the time to make a decision
n is the number of choices
a and b are empirically derived constants

In plain UX English: The more stuff you throw at the user, the longer they’ll take to figure out what the heck to do.

Why It Matters in UX

We design to reduce friction, not create it. Hick’s Law is a guardrail that reminds us: simplify or die (well, bounce rate-wise). Understanding this is crucial when addressing choice overload in UX.

Imagine This:

A homepage with 1 CTA: “Start Free Trial”
→ Simple. Clear. Conversion-friendly.
A homepage with 7 CTAs: “Learn More”, “Subscribe”, “Schedule Demo”, “Get a Quote”, “Try for Free”, “See Features”, “Read Case Study”
→ Confusing. Paralysis by analysis.

Practical Applications

Let’s talk shop—where does this law shine?

Less is more. Amazon has a massive product inventory, but their top nav is clean, and everything else is behind a “hamburger” or “All” dropdown. Because yes, you can sell 12 million items and still not overwhelm the user. Chunking in UX design is a key element in making navigation more digestible.

2. Forms

Long forms scare users faster than Comic Sans. Use progressive disclosure. Only show what’s needed now. For instance:

Booking a flight: Step-by-step process
Newsletter signup: Just email, please. Not your cat’s name.

3. Onboarding

Apps like Duolingo use bite-sized onboarding, asking one question per screen:

“Pick your language.”
“How much time per day?”
“What’s your goal?”

Boom. Hick’s Law-approved.

Where Hick’s Law Doesn’t Quite Fit

Let’s not worship at the altar of Hick like it's the only UX deity. There are places where reducing options is not the best move. The reverse situation where pretty design meets practicality is sometimes called the aesthetic usability effect.

1. Expert Users

Power users want more control, not less. Think Photoshop, Notion, Figma. Removing complexity here = removing capability. You’ll have a riot on your hands (and a flurry of angry tweets).

2. Comparison Shopping

Say you’re choosing an insurance plan. Users expect multiple detailed options. Reducing choice might feel like you’re hiding something.

3. E-Commerce Filters

Too few filters? Users can't find what they want.
Too many filters? Users can’t decide what they want.

Balance is key. Use smart defaults, collapsible sections, or AI-driven recommendations. Let the machine carry some of the cognitive load.

A Real-World Example: Apple vs. Android

Apple: iPhone comes in a few flavors. Buying is simple. Fewer choices = faster decision-making.
Android: Hundreds of devices, screen sizes, brands. More choice, but also more decision time.

And yet, Android dominates global market share. So, Hick’s Law isn't about "less is always better"—it’s about thoughtful constraints. This is where Occam's razor can also be a valuable guiding principle.

Pros of Using Hick’s Law

Faster decisions: Great for CTAs and time-sensitive flows.
Better conversions: Focused options drive user action.
Reduced cognitive load: Clean interfaces = happier brains.

Cons (or “Hick-ups”)

Can oversimplify complex processes
Not suitable for advanced tools/interfaces
Risk of user frustration when control is taken away

Best Practices: How to Use Hick’s Law Like a Pro

Prioritize clarity over minimalism
- Fewer clear options are better than fewer confusing ones.
Group and categorize
- Chunking helps. Use accordions, tabs, dropdowns.
Use progressive disclosure
- Only show what’s relevant now. Reveal more as needed.
Test for your audience
- What overwhelms a newbie might delight a pro.

TL;DR (Too Long, Design Responsibly)

Hick’s Law = more choices = longer decisions.
Great for menus, forms, onboarding, and CTAs.
Use carefully with experts and complex systems.
Always balance simplicity with usability.

If you would like an example of loading screen spinner progress bar inspirations, click on the provided link for inspiration.

Final Thought

Hick’s Law is a great sidekick—but it’s not Batman. Use it when guiding users toward action, not when they need control, nuance, or depth.

Because sometimes, the right choice… is giving them a few good ones to pick from.

Now go forth, and simplify—strategically.

Want a breakdown of Hick’s Law in your product or want me to roast your nav menu like Gordon Ramsay with dropdowns? Just say the word.