Hick’s law states that the time and effort required to make decision increases as the number of options increases. The decision time increases logarithmically as shown below:
The mathematical representation of Hick’s law is as follows:
RT = a + b log2 (n) where RT = reaction time (n) = no. of stimuli a & b = constants
Hick’s law is used when response time is important in decision-making. It is used to avoid overloading the users with excessive choices and provide relevant options only. However, Hick’s law should not be used when complex decision-making and extensive research are required.
Time spent on website: If too little time is spent on the website, that means the user left without exploring or registering. Too much time spent on the website shows that the user perhaps got confused because of the information overload and could not do anything or got distracted from the goal.
No. of page views: Too few page views reflect that the navigation might be too complicated for the user to understand. The landing page of a website should be crafted carefully, keeping information overload to a minimum and presenting only the relevant information.
Hick’s law has the following giveaways:
Hick’s law is used along with other design principles and other types of product design.
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