Laws of UX

Fitts Law

The time to reach a target depends on its size and distance — larger and closer targets are faster to hit.

Why it matters

Poorly placed or tiny buttons slow users down and cause frustration, especially on mobile or touch devices.

How to use it

• Make important buttons larger and place them in easily reachable areas

• Minimize the distance between related controls

Flow

Flow is a mental state where users are fully immersed in an activity, experiencing deep focus, enjoyment, and a sense of control.

Why it matters

Flow keeps users engaged and productive. A mismatch between task difficulty and skill can break this state—frustrating users or boring them.

How to use it

• Match task complexity to the user’s skill level

• Provide clear, timely feedback so users know their actions are effective

• Eliminate unnecessary friction to keep users in rhythm

Goal Gradient Effect

The closer users get to completing a task, the more motivated and faster they become in finishing it.

Why it matters

Progress fuels motivation. Users feel a stronger drive to complete a task when they see they're near the end.

How to use it

• Show visible progress bars or step indicators

• Add early momentum by giving a “head start” (e.g., 2 of 10 steps already done)

• Celebrate milestones to keep users moving forward

Hick’s Law

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

Why it matters

Too many options can lead to analysis paralysis. It slows decision-making, increases cognitive load, and can frustrate or confuse users.

How to use it

• Minimize options when quick decisions are needed

• Break complex tasks into smaller, manageable steps

• Highlight recommended or default options

• Use progressive onboarding for new users

• Avoid over-simplifying — clarity must stay intact

Jakob’s Law

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Why it matters

Familiarity reduces the learning curve. When your design aligns with common patterns, users can focus on completing tasks instead of figuring out how things work.

How to use it

• Follow established UI conventions

• Leverage existing mental models

• Minimize radical design changes

• If changes are necessary, give users time to adapt (e.g., temporary access to old version)

Millers Law

The average person can only keep 7 (plus or minus 2) items in their working memory.

Why it matters

Overloading users with too many choices or pieces of information can overwhelm their short-term memory and reduce effectiveness.

How to use it

• Break down information into smaller, digestible chunks

• Group related items together for easier understanding

• Avoid using the "magical number seven" to justify unnecessary limitations

• Be aware that individual short-term memory capacity can vary

Part 3 coming soon…P