Jakob’s Law

  • As users spend most of their time on other sites, they prefer your site to work the same way as all the other sites they already know.
  • By using existing patterns and mental models, we can create superior user experiences where the users can focus on their tasks rather than on learning the pattern.
  • When making changes, minimize discord by empowering users to continue using a familiar version for a limited time. Reduce learning curve, bring familiarity.


  • https://www.nngroup.com/videos/jakobs-law-internet-ux/
  • https://www.nngroup.com/articles/end-of-web-design/
  • §UX Private or Broken Links
    The page you're looking for is either not available or private!