24 jars of jelly

out of 24 jars of jelly would you pick? 3 2 1 4 5 6 one out of these six. 3 2 1 4 5 6 one out of these six. This is part 14 of my Build for Good UX series. This video actually isn't about jelly or jam, whatever you want to call it. It is about Hick's Law. The law states that the time that it takes to make a decision increases with the complexity of choices. And this applies to a lot of things in daily life. Like me asking you to pick from 24 jars versus six. Or when you're sitting at Cheesecake Factory looking at their 250 item menu compared to going an In'N'Out where there's basically four options. This concept doesn't change when you're thinking about the internet and how to design for a user. Look at Google versus Yahoo. The web browser for Google will give you one clear action. Search. Yahoo has so much going on, you could call it clutter. But really it's a lot of unnecessary additional choices competing for your attention. So, instead of showing someone a long form all at once, break it up into several pages. Studies have shown that if you have over seven fields, multi-page can increase conversion by over 300% instead of 300%. Where everything is listed out, keep a couple of options and then people filter in the search results. And often it's not about limiting what a person can do. It's more about keeping the options manageable. Netflix does a good job of this, where 80% of what you watch comes from recommendations. Not what you search. They have thousands and thousands of movies you can watch, but you don't see them all at once. The homepage is just a few curated rows and it clearly it works. We're going to talk in the next part about Progressive Disclosure. So follow for more.