In my last class post, Using Psychological Techniques to Create An Impactful UX, I discussed different psychological phenomena that UX designers can utilize to better resonate with their users. One of the principles was known as Jakob’s Law. Jakob’s Law states that users visit a bunch of different sites and they want them all to function the same. Similar user experiences when they jump from site to site. This helps them navigate each site swiftly and with ease. However, does this mean each site will be a carbon copy of the last? Where does that leave room for innovation?
How This Works
Users require consistency. Written in the article “Jakob’s Law” by Lawsofux.com, “Users will transfer expectations they have built around one familiar product to another that appears similar”. It’s an instinctual action we do as we recognize symbols, functions, and processes. Take a look at every e-commerce website selling a product to the general public. I guarantee the majority of them follow a similar template. Menu bar, login portal, check-out cart, etc. By implementing this technique the company takes the guesswork away from the customer. Customers are already trying to make a decision whether or not to
buy a product. They’re looking at reviews, product function, and design. They don’t want to figure out how to access this information.
Here is an example of a website not following Jakob’s Law. When navigating through, one can’t help but get immediately flustered. The site doesn’t work to find information or how to purchase products. ZARA saw an opportunity to be innovative in all aspects of their business. This works for their clothes – not their online presence. Lots of designers have taken their shot at redesigning ZARA’s site, yet
Areas of Opportunity for Innovation
As I observe the company I work for’s websites and the navigation throughout it, I can start to see some of these principles and challenges come into play. I can see where frames align right where I believe them to be. However, there are some elements I’m starting to notice that I’m missing from the website. Or that I wish were easier to access. As a user, we always want the easiest way to get where we want to go.
Using innovation to simplify a process for a user is always the goal. Amazon has captivated the world by implementing these practices. One-click and you can have products to your door in 24 hours. Some choose to marry their other business channels into the site, creating a one-stop-shop for all information. Engaging activities like Quizzes, forums, and social media have all been great creations that still align with Jakob’s law. Companies can still create new ways to have innovative UX and UI design.