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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 the cost grows logarithmically, not linearly. Choices take time, not just space.
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".
