Jakob's Law
Leverage existing mental models by matching familiar design patterns users already know from other sites.
Definition
Jakob’s Law states that users expect your product to work like the ones they already know.
When people spend 90% of their online time on other sites, they build mental models around familiar patterns, navigation bars up top, search icons in the corner, hamburger menus on mobile.
This principle taps into cognitive fluency: people don’t want to relearn interactions, they want to jump straight in. Violating these expectations causes friction, confusion, and, ultimately, churn.
Embrace Jakob’s Law to reduce cognitive load, speed up user onboarding, and boost engagement by meeting users where they already are, pattern-wise.
Real world example
Think about the Netflix home screen: it uses a horizontal carousel for ‘Trending Now’, a large hero image at the top, and a fixed header for profile/settings, the same layout you’ve seen on YouTube and Hulu. By riding those established patterns, Netflix gets you browsing instantly without a learning curve.
Real world example
On your main navigation menus, keep menu labels and layouts consistent with industry norms (e.g., logo top-left, profile top-right).
In user onboarding flows, use standard progress bars, “Next” and “Back” button placements, and familiar form field order.
On crowded pricing pages, display plans in a horizontal comparison grid, highlight the recommended tier in the same spot users expect based on SaaS UX conventions.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Audit your UI against top competitors to spot pattern mismatches.
Use common icons (search, settings, menu) in their expected locations.
Follow platform conventions for navigation: bottom tabs on mobile, sidebar on desktop.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Don’t invent new icons when standard ones already exist.
Avoid swapping button orders (e.g., placing “Cancel” before “Submit”).
Steer clear of custom navigation patterns that force users to relearn basics.
Frequently asked questions
Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.
Why is Jakob’s Law critical for product adoption?
Because matching familiar patterns reduces cognitive load, speeds up onboarding, and prevents users from abandoning your product in frustration.
Can I ever break Jakob’s Law intentionally?
Yes, when you have a strong reason to innovate. But only do it after validating with A/B tests and clear user feedback to ensure you’re not introducing friction.
How do I balance brand identity with familiar UX patterns?
Keep core interactions standard but inject your brand through visuals, colors, typography, and tone, while leaving layouts and controls where users expect them.
What’s the easiest way to audit my site for Jakob’s Law violations?
Run a competitor benchmark: list the top 5 industry sites, map their navigation and key flows, then compare side-by-side with your own UX.
Will following Jakob’s Law make my product look generic?
Not if you apply brand voice and unique visual styling. The trick is to keep interactions familiar while making your interface unmistakably yours.
Stop Breaking Mental Models
Use the CrackGrowth diagnostic to pinpoint where you’re deviating from expected patterns and fix friction before users hit ‘Back’.