Research. Apply. Document. #9 Hick’s Law

Hick’s Law

Discipline: Psychology

A simple understanding to Hick’s Law is that the more options a user has the longer it will take for a user to make a decision. In the age of speed, and people wanting information as quick as possible, a website should be made to help the user process information and make decisions quickly.

Macy’s has a great physical store I like going to if I need clothes, but the website is a pain. In the dropdown there is so many options, but I think they could do much better and help the user by eliminating a lot of items. For example, under “Men’s Clothing” is “Activewear” but then if you look two columns over the is a heading for “Activewear”

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Nike has a better use of the dropdown options. The headings are bold, but also have space, giving the user better readability for each heading and then can scan down the list. The list is also more condensed, and not as specific as the Macy’s dropdown, and I think this is better for the user. Similar concept with the dropdowns, but Nike’s is a lot more easy to navigate and understand for the user.

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https://www.smashingmagazine.com/2012/02/redefining-hicks-law/

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Author: MattBlair

I am a designer with a focus on user experience.

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