People transfer their experiences with things they know to all other things of a comparative nature. This is very logical and a sign of intelligence. We speak of Transfer of learning.

We all have expectations of every new experience. As a UX designer, it is important to be aware of these in order to meet or even exceed them, and to create the most pleasant user experience possible.

Expectations are very much shaped by previous experiences and/or standards. If users encounter familiar patterns and processes when they visit a new website, the learning curve for these is reduced and user satisfaction increases.

Origin

Jakob's Law was formulated by Jakob Nielsen in the 1990s while studying fundamental principles of web usability. Nielsen emphasized the importance of consistency in user experience to increase user efficiency and satisfaction.

  • Nielsen, J. (1995), 10 Usability Heuristics

Application in UX and UI design

The application of Jakob's Law in the design process means that UX and UI designers should accept established standards and conventions. This includes the use of standardized navigation bars, button layouts and typical functional sequences that can be found on most websites. Of course, it makes sense to question standards from time to time. However, this should be done consciously and not out of ignorance of established standards.

A conscious deviation from a norm or an expectation can also create a sense of tension that you are deliberately aiming for. A conscious deviation from what the user expects can be very stimulating and often contributes to our perception of something as innovative or intelligent. In movies or books, this stylistic device is called a "plot twist".

Depending on the project goals, it is therefore extremely important to find the right balance between adhering to established standards and innovatively deviating from them. While adopting proven patterns reduces the learning curve, an over-reliance on existing standards can be boring and hinder the possibility of developing innovative solutions. Furthermore, solutions that all follow the same standards differ little from each other (see the body styles of most cars), which can make it difficult to differentiate from the competition. Through a cleverly implemented deviation, you can positively stand out from the competition and create a unique selling point.

A practical example of Jakob's Law is the design of e-commerce websites, where users expect shopping carts, product pages and payment processes to be structured similarly to other platforms. By using familiar layouts and interactions, designers can ensure that users can navigate intuitively and complete transactions without the need for extensive instructions or explanations.

Impact on the User Experience

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Further information