Observations about the Use of UX laws in Myntra Website
1. Von Restorff Effect:
The Isolation Effect, predicts that when multiple similar objects are present, the one that differs from the rest is most likely remembered. When you visit Myntra Website you'll have all the categories, options to shop from but as a customer what attracts you more is Offers, and hence they've use Von Restorff Effect to highlight their offer of 'Flat 300 off', which is present on the right most, middle. As they want their customers to focus more on offer, they've used this UX Law to grab the attention as it is odd one out there among all the similar items. They've made that important information more distinctive (also grey in color) than others.
2. Hick's Law:
"Users bombarded with choices have to take time to interpret and decide, giving them work they don’t want". Myntra has categorized all the Products into different categories, because according to Hick's law the more options to choose from, the longer it takes the user to make a decision. Keeping that in mind they've categoried all the products wisely so that the user doesn't get overwhelmed by viewing all the products at once. This bombarding can lead to confusion which will make customers to take 'longer time' to decide what they want. Hence increasing the reaction time.
3. Fitt's Law:
Fast movements and small targets result in greater error rates, due to the speed-accuracy trade-off. This means that the smaller your target area is, the longer it takes the user to perform that action based on the distance/size ratio. From my point of view, what just did is, they just got rid of all the buttons on their website for accessing anything, now as a user you can directly click on the the things that you want to visit, which is a great way ensure that the user has the accessibility for products.
Here in the picture every item that the user see is the button itself which ensures the better accessibility.
4. Zeigarnik Effect:
Essentially, this effect posits that unfinished or tasks that are interrupted before they are completed are more easily recalled than completed tasks. Now myntra has used this in purchasing section, reminding the customer about their incomplete process of purchasing. As shown below in the snapshot that it maintains the bar of progress of the billing, which reminds customer that they're yet to buy the product present in their cart. This is an effective way of using this law, to remind the customers about their purchasing progress.
5. Serial Position Effect:
It suggests that among the list of elements in a series, user tends to remember best the first and the last items in that list or sequence. We recall them much better than the middle ones. Myntra has kept their top selling product first, under heading 'Biggest Deals on Top Brands' (As shown in the below snapshot) which gives the impression that they've the best products. Now by doing this thye've 2 benefits. First, when customer exits the website they remember those products which appeared first leaving a finer impression. Second, customers are most likely add something to their cart. This is the reason, Myntra keeps its most important items on a list first.
6. Law of Common Region:
The principle of common region says that items within a boundary are perceived as a group and assumed to share some common characteristic or functionality. In a user interface, using a border or background color to create a container for related items helps users quickly and effectively understand the UI’s structure and which elements are connected. On Myntra Website the header and footer has a slight off-white color and a bit shadow effect which differentiate them from rest of the product page. Giving Header and Footer part different definitions. Due of which customer gets the idea that all the links present on them have some same characteristics but at the same time they're different from the product page.
7. Law of Proximity:
Proximity is one of the most important grouping principles and can overpower competing visual cues such as similarity of color or shape. The practice of placing related elements close together and separating unrelated elements can be seen almost everywhere in UI design. Using varying amounts of whitespace to either unite or separate elements is key to communicating meaningful groupings. For example, in the sub header area(that is, filter menu bar) of the Myntra website, the 'Sort function' is located on the same line as the 'Filter menu bar' of the site. However, the extra whitespace between them indicates that they belong to separate groups and thus have distinctive functionalities. This whitespace is critical for making the Sort function stand out from the Filter menu bar.
After reading about the above mentioned UX Laws and their examples, these were my observations about the use of UX Law on Myntra Website. These are purely my interpretations on application of UX Laws. May be I'm not correct at some points. Please do notify me for that.
Thank you for reading and giving your time.
