There's a temptation when you want to make your customer happy to give them lots of different options, in the hope that they'll find something that will make them happy in all the things you've provided them. However, as you will know if you've ever been faced with a choice between more than a handful of things, it can be a bit of a challenge.
Hick’s Law (or to give it its full name, the Hick-Hyman Law) is named after the psychologists William Hick and Ray Hyman, who in 1952, set out to research the relationship between the number of stimuli present and an individual’s reaction time to any given stimulus.
Their finding? The more stimuli to choose from, the longer it takes the user to make a decision on which one to interact with.
With Hick's Law there are a few key elements that feed into how you might go about solving your user's problems: