Understanding Jakob's Law: Why Familiarity Improves User Experience

When managing a website, it’s important to understand how users interact with websites in general. One principle that can improve your website’s usability is Jakob’s Law. Developed by UX expert Jakob Nielsen, this law highlights the importance of designing with user expectations in mind. In this post, we’ll explore Jakob’s Law further, provide some examples, and share practical tips for incorporating this principle on your website.


What is Jakob’s Law?

Jakob’s Law states that users prefer websites that function similarly to those they are already familiar with. Since most users spend their time on other websites, they naturally expect your website to operate in a similar manner. They develop habits from their experiences, making them more comfortable with familiar interfaces that don’t necessitate learning new interaction methods. While designing something unique is tempting, prioritizing usability by sticking to well-known patterns will make your site easier for users to navigate.

Why is Jakob’s Law important?

According to Laws of UX, “Consistency in design across different platforms (web, mobile, etc.) can improve user retention by 20-30%. Users appreciate interfaces that behave similarly, allowing them to transfer their knowledge and skills seamlessly between devices."

As a website editor, incorporating Jakob’s Law into practice will ensure that your updates or new features align with what users expect. When your website follows familiar design conventions, users can find the information they need quickly, reducing frustration and increasing engagement.

Examples of Jakob’s Law in action

• Navigation menus: On the web, users are accustomed to finding the main navigation menu at the top of the page. If the menu is located in an unconventional spot, users may struggle to find it, leading to frustration.
• Search bars: Most websites place search bars in the top-right corner. By following this standard, you allow users to locate it quickly, improving the overall user experience.
• Form layouts: Users expect form fields to be grouped logically with clear labels. If your form deviates from these norms, it can confuse and result in users abandoning the process.
• Calls to action: Buttons should be placed in familiar locations to encourage users to take desirable action without causing friction.

How to apply Jakob’s Law

• Stick to common patterns: Maintain consistency in navigation, search functionality, and layouts across the site. This ensures users aren’t left guessing about how to interact with or consume your content.
• Test with users: Before implementing a new feature or design, conduct user testing when possible to ensure it meets user expectations and is easy to navigate.
• Focus on consistency: Ensure all pages within your website have a consistent structure, so users know what to expect as they navigate through different sections. Use consistent styling for headings and subheadings, color schemes for primary and secondary action items, and image lighting (e.g., brightness, contrast, or visual consistency).

Take action

As you manage your website, keep in mind that familiar patterns significantly enhance user experience. Consider whether design or layout changes align with user expectations, and stick to proven design conventions to create a more effective and user-friendly site. By applying Jakob’s Law, you can leverage users' prior experiences with digital interfaces to create designs that minimize cognitive load, improve task completion efficiency, reduce errors, and build trust.