What Is Hick’s Law?

What is Hick’s Law?

Hick’s Law (also known as Hick–Hyman Law) states that the time it takes for a person to make a decision increases with the number and complexity of choices.

• In short: more choices = slower decisions.

Named after psychologists William Edmund Hick and Ray Hyman, the law originated from reaction time experiments and is now widely applied in UI/UX design, product interfaces, and everyday usability decisions.

Why Hick’s Law matters in UX design

In the digital world, users don’t want to think too hard. They want fast, clear answers and smooth experiences. When you overload a user with too many options—navigation links, form fields, filters, or buttons—you make it harder for them to decide, which leads to:

• Cognitive fatigue

• Decision paralysis

• Drop-offs and higher bounce rates

Hick’s Law reminds us to reduce complexity and guide users through simpler, clearer choices.

Real-world examples of Hick’s Law in action

Navigation menus

Menus with 15+ links force users to pause, scan, and think. A simplified menu with 5–7 options is quicker to process.

Checkout flows

The best checkout experiences offer one clear action per screen—such as “Add Shipping Info” or “Choose Payment.” Multiple options or steps on one screen increase confusion and errors.

Filter panels

Don’t list 30 filters at once. Prioritize the most used filters, and tuck advanced options under an expandable section. This improves clarity without removing power.

Signup forms

Asking for too much info at once (name, email, phone, company, industry, role, goals...) can scare users away. Ask only what’s essential, and delay secondary questions until later.

How to apply Hick’s Law in design

1. Simplify choice-making: Limit the number of options shown at once. Prioritize what matters most for the user at that moment.

2. Use progressive disclosure: Reveal complexity only when needed. Don’t show every setting or detail upfront. Show more as users indicate interest.

3. Group related elements: Organize content into categories or steps. Chunking information makes it easier to digest and process.

4. Highlight the primary action: Make the next step clear. Whether it’s a button or a form field, users should instantly know what to do next.

5. Reduce visual noise: Minimize distractions and competing elements. When everything shouts for attention, users don’t know where to look.

Important clarification

Hick’s Law doesn’t mean fewer choices are always better. Users want options—but only when they’re organized, relevant, and presented at the right time. It's not about removing choice, but designing it well.

In summary

What is Hick’s Law? It’s a principle that reminds us: the more choices users face, the longer it takes them to decide. By reducing clutter, simplifying actions, and breaking information into smaller steps, you can create a faster, more focused user experience.