Hick's Law - Hick’s Law predicts that the time it takes to make a decision increases with the number and complexity of choices available.
Cognitive load - refers to the mental processing power being used by our working memory. Our brains are similar to computer processors in that we have limited processing power: when the amount of information coming in exceeds the space available, cognitive load is incurred.
Too many choices will increase the cognitive load for users.
Break up long or complex processes into screens with fewer options.
Use progressive onboarding to minimize cognitive load for new users.
Miller's Law - predicts that the average person can only keep 7 (± 2) items in their working memory.
Don’t use the “magical number seven” to justify unnecessary design limitations.
Organize content into smaller chunks to help users process, understand, and memorize easily.
Jakob's Law of Internet User Experience - users spend most of their time on other sites, and they prefer your site to work the same way as all the other sites they already know.
Users will transfer expectations they have built around one familiar product to another that appears similar.
By leveraging existing mental models, we can create superior user experiences in which the user can focus on their task rather than learning new models.
Minimize discordance by empowering users to continue using a familiar version for a limited time.