Laws of UX

1. Users transfer expectations from familiar sites to new ones

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.

Familiarity breeds efficiency. When users encounter a new website or app, they bring with them a wealth of expectations formed from their cumulative experiences with other digital interfaces. This transfer of knowledge allows them to navigate and interact with new platforms more easily, reducing the cognitive load required to learn a new system.

• Benefits of leveraging familiarity:
  • Immediate productivity
  • Lower learning curve
  • Reduced frustration
  • Increased user satisfaction

By aligning your design with common conventions, you enable users to focus on their objectives rather than figuring out how to use your interface. This principle, known as Jakob's Law, emphasizes the value of consistency across digital experiences.

2. Leverage existing mental models for superior user experiences

By leveraging existing mental models, we can create superior user experiences in which the users can focus on their tasks rather than on learning new models.

Mental models guide user behavior. Users approach new interfaces with preconceived notions about how things should work, based on their past experiences. These mental models serve as cognitive shortcuts, allowing users to predict how a system will behave without having to learn it from scratch.

Designers can capitalize on these existing mental models by:

• Using familiar icons and symbols
• Placing common elements (like search bars) in expected locations
• Implementing standard interaction patterns (e.g., pull-to-refresh)

By aligning your design with users' existing mental models, you reduce the learning curve and create a more intuitive, efficient user experience.

3. Minimize discord when making changes to familiar interfaces

When making changes, minimize discord by empowering users to continue using a familiar version for a limited time.

Gradual transitions prevent user backlash. When redesigning a popular interface, it's crucial to consider the impact on your existing user base. Abrupt changes can lead to frustration, confusion, and even user abandonment, as exemplified by the 2018 Snapchat redesign fiasco.

Strategies for smooth transitions:

• Allow users to opt-in to new designs
• Provide a grace period with access to the old version
• Offer tutorials or guided tours of new features
• Collect and act on user feedback during the transition

Google's approach to redesigning products like Gmail and YouTube demonstrates how gradual implementation can mitigate resistance to change and maintain user satisfaction.

4. Mental models shape user interactions and expectations

A mental model is what we think we know about a system, especially about how it works.

Understanding shapes interaction. Mental models are the internal representations users have about how a system works. These models are formed through past experiences, cultural influences, and interactions with similar systems. They play a crucial role in how users approach and interact with new interfaces.

Key aspects of mental models:

• Influence user expectations
• Guide problem-solving approaches
• Affect learning speed and ease of use
• Determine user satisfaction and perceived usability

Designers must strive to understand and align with users' mental models to create intuitive, user-friendly interfaces. This alignment reduces cognitive load and enhances overall user experience.

5. Align designs with users' mental models to improve usability

Good user experiences are made possible when the design of a product or service is in alignment with the user's mental model.

Bridging the gap between design and expectation. When a product's design aligns with users' mental models, it becomes inherently more usable. Users can apply their existing knowledge and expectations, leading to a more intuitive and satisfying experience.

Methods to align designs with mental models:

• Conduct user interviews and surveys
• Create user personas and journey maps
• Develop empathy maps
• Perform usability testing

By understanding users' preexisting mental models, designers can create interfaces that feel natural and easy to use, reducing friction and improving overall user satisfaction.

6. Gradual introduction of changes can mitigate user resistance

Users could preview the new design, gain some familiarity, submit feedback, and even revert to the old version if they preferred it.

Smooth transitions maintain user trust. When introducing significant changes to a familiar interface, a gradual approach can help users adapt more easily. This strategy allows users to become comfortable with new features or designs at their own pace, reducing resistance and maintaining user engagement.

Benefits of gradual introduction:

• Reduces user shock and frustration
• Allows for iterative improvements based on feedback
• Maintains user trust and loyalty
• Minimizes risk of user abandonment

Google's approach to redesigning products like YouTube exemplifies how giving users control over their transition to a new interface can lead to a more positive reception of changes.

7. Familiar patterns keep users focused on core tasks

By conforming to users' expectations about the process of selecting products, adding them to the virtual cart, and checking out, designers can ensure users are able to apply their accumulated knowledge from previous ecommerce experiences.

Familiarity enables task focus. When users encounter familiar design patterns and conventions, they can dedicate more mental energy to their primary tasks rather than figuring out how to navigate the interface. This is particularly crucial in goal-oriented scenarios like e-commerce.

Examples of familiar patterns in e-commerce:

• Shopping cart icon in the top right corner
• Product categories in the navigation menu
• "Add to Cart" buttons on product pages
• Multi-step checkout process

By leveraging these established conventions, designers can create a seamless shopping experience that allows users to focus on finding and purchasing products rather than learning new interaction patterns.

8. Consider both innovation and usability in design decisions

If you can make a compelling argument for making something different to improve the core user experience, that's a good sign that it's worth exploring.

Balance innovation with familiarity. While adhering to established conventions is generally beneficial, there are times when innovation can significantly improve the user experience. The key is to carefully consider when to deviate from the norm and ensure that any new design elements truly enhance usability.

Considerations for innovative design:

• Does it solve a specific user problem?
• Is it significantly better than existing solutions?
• Can users easily learn and adapt to the new design?
• Have you tested the design with actual users?

When introducing innovative elements, it's crucial to test thoroughly and be prepared to iterate based on user feedback. The goal should always be to improve the core user experience while minimizing confusion and frustration.

Last updated: September 6, 2024