Jakob's Law of the Internet User Experience states that users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.
In other words, if you use the usual design solutions like most other popular websites do, then when users come to your site (even for the first time), they will know how to use it.
Jacob's Law was created by Jakob Nielsen, a User Advocate, director and co-founder of the Nielsen Norman Group. Here's what Jakob Nielsen says about Jacob's Law:
Tips & Tricks
- Use familiar UX-patterns. Users will be able to focus directly on products, services, offers, messages, or any other content, instead of having to deal with complex and creative innovations.
- Sites overloaded with creativity and non-standard elements confuse users. As a result, they leave the site, considering it complex.
- The user should feel complete control over your site. Let users' expectations come true, and they will trust the site and probably come back again.
- When creating something new to your site, keep in mind the past user experience and focus on it. For example, let them use a familiar version for a while.
- If you try something new, be sure to test your design with users to make sure they understand how it works.