Interaction & Speed
Hick's Law
Decision time increases with the number and complexity of choices offered: more options mean slower decisions.
Mechanism
Why it happens
Each additional choice adds information the brain must weigh before committing, so decision time grows with the number of options, not shrinks.
Impact
Why it matters
- Flat lists of many equal-weight options stall the decision instead of speeding it up
- Every extra choice on a critical path is a chance to abandon the task
- Smart defaults remove the decision entirely for most people
Example
Without vs. with
A settings screen lists 22 toggles in one flat column with three buttons of equal visual weight.
Notifications
More options ›
The same settings are grouped into four labelled sections, advanced options collapsed, one clear primary action.
Checklist
How to apply it
Group and progressively disclose advanced options instead of listing everything at once
Cut choices to what most people need by default; move the rest behind "More options"
Avoid presenting multiple equally-weighted primary actions in one view
Set sensible defaults so most users never have to decide at all
Where it shows up