Hick's Law of UX, named after British psychologist William Edmund Hick, states that the time it takes for a person to make a decision increases logarithmically with the number of choices presented. In other words, as the number of options increases, the decision-making process becomes more complex and time-consuming.

By applying Hick's Law in user experience (UX) design, designers can simplify decision-making for users by reducing the number of choices and streamlining the interface. This leads to improved usability, increased user satisfaction, and quicker task completion. By presenting information and options in a clear and organized manner, designers can enhance the overall user experience, resulting in better engagement and conversion rates.

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