Jakob's Law

• Users will transfer expectations they have built around one familiar product to another that appears similar.
• By leveraging existing mental models, we can create superior user experiences in which the users can focus on their tasks rather than on learning new models.
• When making changes, minimize discord by empowering users to continue using a familiar version for a limited time.

Fitts’s Law

• Touch targets should be large enough for users to accurately select them.
• Touch targets should have ample spacing between them.
• Touch targets should be placed in areas of an interface that allow them to be easily acquired.

Hick’s Law

• Minimize choices when response times are critical to increase decision time.
• Break complex tasks into smaller steps in order to decrease cognitive load.
• Avoid overwhelming users by highlighting recommended options.
• Use progressive onboarding to minimize cognitive load for new users.
• Be careful not to simplify to the point of abstraction.

Miller’s Law

• Don’t use the “magical number seven” to justify unnecessary design limitations.
• Organize content into smaller chunks to help users process, understand, and memorize easily.
• Remember that short-term memory capacity will vary per individual, based on their prior knowledge and situational context.

Postel’s Law