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Hick's law 0:30
A 30-second explainer of Hick's law, narrated over the same demo you can try yourself.
Try the interactive Hick's law demo
What this video covers
The more choices you offer, the longer a decision takes - and it climbs with the logarithm of the number of options, not in a straight line. Choices carry a time cost, not just a space cost.
Your time barely doubled while the options went up eightfold - that curve is Hick's law. It's why a tidy menu of five beats a wall of fifty, and why "more options" isn't the same as "more usable".
