Simply to put forward,
Hick’s law states that, it takes more time to make decision,
when there are multiple options to choose from.
Key metrics associated with this law is time, choices, and complexity
Let me start with a classical example of Zomato
As the hunger strikes, we get into the app to order food.
nevertheless, more time is spent on exploring the options available by scrolling top down, rather than ordering quickly. This can be very well referred to the expression, “Spoilt for Choices”
Besides, as there are multiple platforms and multiple options available within those platforms. It takes considerable amount of time to finalize a close a deal. Especially, in food industry, multiple choices are essential in order to keep the consumers engaged.
Below is the reference from Amazon for buying a mask
However, on time critical projects, situation can make us “frozen” and make us unable to select one option in the heat of the moment.
To overcome this situation, when the options are limited, the response time to make decision can be quicker.
Critics often discuss on the effectiveness of this approach as limiting the option, still this could be a lifesaver, when we will have to make wise and rapid decision.
Example from IT service industry, in case of tool evaluation, when there are multiple options, it could be more challenging in arriving at the best tool with regards to cost, ROI, robustness, scalability, flexibility to change and adapt. As the assessment could sometime be misleading and can run through months.
Rather Categorizing Choice can help out, selecting the category out of star performers, aspirants, contenders and leaders. We can quickly get into the target group and make quicker decision. Picking the Vital Few and Selecting the best option.
From a B2C scenario, to have better connect and engagement with the consumers, wide choices are obligatory to influence and keep them involved.
Lesson learned from hick’s law:
Despite the fact, there is no double, consumers love to make choices, but then again, having too many options can confuse in arriving at a conclusion.
“More is not better! Except sometimes”
So, for time critical project, please KISS (Keep It Simple and Straightforward)