Jakob’s Law: The cornerstone of intuitive user interface design


In the world of digital products and services, one term keeps coming up: intuitive. But what does it mean when something is intuitive? And why is it so important? The answer lies deep in human psychology and behavior, and Jakob’s Law provides a valuable perspective to understand it.

What is Jakob’s Law?

Jakob’s Law is named after usability pioneer Jakob Nielsen. He formulated this principle as follows: “Users spend most of their time in other services.” This simple statement contains a profound insight into how people approach new digital experiences.

The essence of intuitive design

The intuitive user interface feels natural and easy to use without separate guidance. It makes use of the user’s previous experiences and knowledge, thus reducing the need for new learning. Jakob’s Law is an important reminder that users bring a huge amount of previous experience with them to every new interaction situation.

When we design intuitive user interfaces, we don’t start from scratch. Instead, we build on an already existing, collective understanding of how digital products work.

Application of Jakob’s Law in practice

Start the design process by researching and analyzing how users are used to working in similar services. Find out what are the industry best practices. For example, in an online store, a shopping cart icon on the right side of the header is an almost universal practice. Users expect to find it there, so following this practice makes the interface more intuitive.

People have existing mental models of how things work, and intuitive design makes effective use of these models. For example, a slider is an intuitive way to adjust volume because it corresponds to the equivalents in the physical world. By identifying and utilizing these mental models, you can create user interfaces that feel natural and easy to understand for users.

Consistency is key in designing an intuitive user interface. Make sure that the elements of your user interface work consistently throughout the entire application. If a button works a certain way in one part, it should work the same way everywhere. This consistency reduces the user’s cognitive load and makes using the application smoother.

Jakob’s Law does not mean that there is no room for innovation in user interface design. On the contrary, it provides a solid foundation upon which you can build new, innovative features. Innovate thoughtfully and focus on areas where new solutions bring clear added value to the user. This allows you to create user interfaces that are both familiar and advanced.

Even if you follow Jakob’s Law carefully, the true intuitiveness of your user interface will only be revealed in testing. User testing is an invaluable tool in the development of an intuitive user interface. Observe how users interact with the user interface you’ve designed, gather feedback and be ready to iterate your plan based on test results. Continuous testing and development ensures that your interface remains intuitive and user-friendly over time.

The challenges of intuitive design

Although Jakob’s Law provides a valuable guideline, its application is not always straightforward. One of the biggest challenges is balancing familiarity and innovation. A user interface that is too familiar can feel old-fashioned, while one that is too innovative can confuse users. Another challenge is related to the diversity of the user base. Different user groups can have very different expectations and experiences. How to design a user interface that feels intuitive to both a young person accustomed to technology and an older, less experienced user?

Intuitiveness and user experience

An intuitive user interface is key to creating a positive user experience. When users can focus on their tasks instead of having to learn how the user interface works, they experience feelings of success and efficiency. This leads to higher user satisfaction, better engagement and ultimately the success of the product or service. The intuitive user interface also reduces the need for support and training costs, which is an advantage for both users and service providers.

Jakob’s Law tomorrow

Although the digital world is constantly evolving, the principle of Jakob’s Law remains relevant. New technologies, such as virtual reality and voice control, bring new challenges to intuitive design. How to design an intuitive user interface for an environment where there are no physical limitations?

In the future, applying Jakob’s Law may mean taking into account more and more different senses and ways of interacting. Intuitive design can also extend to how user interfaces adapt to individual needs and preferences.

Finally

Jakob’s Law reminds us that intuitive design isn’t just an art or a science—it’s a deep understanding of human behavior and expectations. It challenges us to think about user interface design in a wider context, as part of the user’s entire digital ecosystem.

An intuitive user interface is not created by chance. It requires careful research, analysis and constant iteration. But when we manage to create a truly intuitive user interface, it can change the way we interact with technology and open up new opportunities for innovation and user-centered design.

Jakob’s Law is a valuable tool in every designer’s arsenal. It reminds us that the best user interfaces are not necessarily those that amaze with their novelty, but those that feel so natural that the user hardly notices them. This is the true power of intuitive design and the lasting legacy of Jakob’s Law in our digital world.



Janne Gylling
Creative Director • janne@jannegylling.fi