Every designer wants to be original, but when it comes to UX, being 'too unique' can actually hurt your users. Jakob's Law explains why the most successful digital products often look and behave similarly to their competitors — and why that's a good thing for your conversion rates.
Understanding Jakob's Law
Jakob's Law of Internet User Experience was coined by Jakob Nielsen, a pioneer in the field of usability. It 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.
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.- Jakob Nielsen
Mental Models: The Secret Ingredient
Users build 'mental models' of how things should work based on their past experiences. When they see a shopping cart icon, they expect it to hold their items. When they see a logo in the top-left, they expect it to take them home. If you break these expectations, you force the user to stop what they are doing and 'learn' your interface, which increases cognitive load.
When to Follow Patterns (and When to Break Them)
Consistency reduces the need for users to think. However, this doesn't mean everything must look identical. The key is in maintaining functional consistency while allowing for brand-specific aesthetics.
- Follow conventions for navigation, search, and checkout flows.
- Use standard icons for standard actions (gear for settings, house for home).
- Innovate on the 'HOW' (better animations, cleaner visuals) rather than the 'WHERE' (unusual placements).
- Only break Jakob's Law if the new solution is significantly better than the standard one.
Key Lessons for Designers
- Don't reinvent the wheel for basic interactions — use what users already know.
- Allow users to focus on their task, not on figuring out the UI.
- If you must introduce a new pattern, provide clear cues and onboarding.
- Perform competitor research to understand the mental models of your target audience.
Conclusion
Designing according to Jakob's Law ensures that your users feel at home the moment they land on your product. By leveraging their existing knowledge, you remove friction and build trust, allowing your content and value proposition to shine.