Jakob’s Law
The observation that users spend most of their time on other sites, so they expect yours to work the same way as the ones they already know.
Why it matters
Users arrive pre-trained by every other product they use — your checkout inherits Amazon’s conventions whether you like it or not. Innovate where you differentiate; everywhere else, familiarity is a feature.
The numbers
- Most of their time — spent on everyone else’s sites
- Innovate on the core, conform on the chrome
Related terms
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