Essentials
- Fitts law: closer and larger targets are faster to hit
- Hick law: more visible choices increase decision time
- Serial position: first and last items are remembered best
- Pareto principle: a small set of features drives most value
- Jakob’s law: users prefer familiar patterns
Checklist
- Can you remove one visible choice on this step
- Is the primary action inside easy thumb reach on mobile
More reading: Laws of UX.