Flow
UX laws and UI styles, written as rules you and your AI can follow.
Choices
How many options people face, and how much they have to think.
- Hick's lawThe time it takes to make a decision grows with the number and complexity of the choices.
- Occam's razorAmong solutions that work equally well, pick the one with the fewest assumptions and parts.
- Pareto principleRoughly 80% of the effects come from 20% of the causes: most people use a small share of the features most of the time.
- Tesler's lawEvery system has some complexity that can't be removed. The only question is whether the product handles it or the person does.
Pointing and time
How fast people can reach things, and how fast the interface answers.
Memory
What people can hold in their head, and what they remember afterwards.
- Miller's lawPeople can hold about seven (plus or minus two) items in working memory at once.
- Serial position effectPeople best remember the first and last items in a series.
- Zeigarnik effectPeople remember unfinished or interrupted tasks better than finished ones.
- Peak-end rulePeople judge an experience mostly by how they felt at its most intense moment and at its end, not by the average.
Perception
How the eye groups, simplifies and singles out what it sees.
- Law of proximityThings that are close together are seen as belonging together.
- Law of similarityThings that look alike are seen as related, even when they're apart.
- Law of uniform connectednessThings that are visually connected (by a line, a shared background or a frame) are seen as more related than things that aren't.
- Law of PrägnanzPeople read complex or ambiguous images as the simplest form they can.
- Von Restorff effectWhen several similar things are shown together, the one that differs is the one remembered.
Expectations
What people bring with them from every other product they use.