The video explains Hick's Law, which states that the time a user takes to make a decision increases with the number of options presented. It argues that UX designers should limit the number of choices to enable quick, single‑glance decisions. The presenter illustrates this principle with the classic example of Google Search, which offers only two primary actions—"Google Search" and "I'm Feeling Lucky"—demonstrating how minimal options streamline the user experience.
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This is how Hick's Law is used in real life to provide a better customer experience. First thing first, let's just try to understand what is Hick's Law all about. Hick's Law states that the amount of time a consumer or an end user takes to make a decision is directly dependent on the amount of options he or she is given. For example, if you give 4 to 5 options to somebody, they would take a lot of time because they would go through entire list of options and then make a decision. So that is why to overcome this issue, UX designer provides only minimal amount of options to the end user so that so they can look through the option in one single glance and make a decision quicker, rather than providing a lot of options and taking more time to make that decision. The best example of Hick's Law implemented in industry is Google search. Let me show you how. So Google search is a classic example of Hick's Law in action. It provides a simple search box with two simple options: Google search and I am feeling lucky. If you notice that if you try to search something in Google directly by pressing Google search, it's gonna
