Hick's Law
Fewer, focused options speed up user decisions and reduce cognitive load.Optimize your UI to guide users, not overwhelm them.
Definition
Hick’s Law states that the time it takes for a user to make a decision grows logarithmically with the number of choices available.
At its core, it’s about cognitive load: every extra option you present forces users to process more information, slowing them down and increasing frustration.
In human-computer interaction, applying Hick’s Law means structuring interfaces so users can scan, compare, and select without decision paralysis.
By limiting options, grouping related actions, and emphasising key paths, you create a streamlined experience that feels intuitive and efficient.
As a foundational UX principle, Hick’s Law underpins everything from menu design and onboarding flows to pricing pages and navigation bars.
Real world example
Think about Netflix’s home screen. They highlight one main featured show at the top, then group other recommendations into curated rows. By reducing top-level options and organizing content into digestible sections, Netflix keeps decision fatigue at bay and nudges you straight into playback.
Real world example
Hick’s Law matters most in user onboarding flows, where every extra setting or toggle can stall new sign-ups. It’s critical on pricing pages, too many plans kill conversions. You’ll also see it in complex navigation menus and dropdowns, where grouping and progressive disclosure help users find what they need without scanning a mile of links.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Combine related actions into a single, clear button group.
Highlight your primary call-to-action with color and size.
Use progressive disclosure to reveal advanced options on demand.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Don’t overload the main menu with every possible link.
Avoid presenting all features on the dashboard at once.
Resist listing every plan detail side by side without hierarchy.
Frequently asked questions
Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.
How many options are too many according to Hick’s Law?
There’s no magic number, you’ll balance context, complexity, and user familiarity. Aim for 3–5 primary actions in any view, then use grouping or progressive disclosure for the rest.
Can I ever show more than five options?
Yes, if you organize them into clear categories or collapsible menus. Structure is the cure for volume, not simply capping choices arbitrarily.
Does Hick’s Law apply to mobile and desktop equally?
Absolutely. The cognitive load of choices affects every screen size. On mobile, prioritize even more tightly due to limited real estate and touch targets.
Will reducing choices ever hurt engagement?
If you oversimplify, you risk hiding essential features. The trick is to guide users to primary tasks while keeping advanced options accessible but not in the main view.
How do I test if I’ve applied Hick’s Law correctly?
Run A/B tests on different option sets, track decision time in user sessions, and compare conversion rates. Look for faster click-throughs and lower drop-off points.
Stop choice paralysis now
Too many options are draining your conversions. Run your pricing page through the CrackGrowth diagnostic to pinpoint where decision overload is killing your ROI.