Jacob’s Law: the UX rule you can’t afford to ignore

What is Jacob’s Law in UX?

Jacob’s Law (named after usability expert Jakob Nielsen) is simple:

In other words, people don’t want to "learn" how to use your site. They expect navigation, layouts, and interactions to be familiar. If your website does things differently, just for the sake of being different, you’re making them work harder. And that’s never a good thing.

Why ignoring Jacob’s Law hurts your website’s usability

Some designers try to be unique by changing standard design patterns. They put the navigation at the side, use hidden menus in places where users don’t expect them, or reinvent buttons, . The problem? It confuses people.

Here’s what happens when you ignore Jacob’s Law in web design:

• Users get frustrated – If they can’t find what they need fast, they leave.

• Higher bounce rates – People don’t stick around to figure out your “cool” navigation. They just go to a competitor’s site instead.

• Lost credibility – If your site feels weird or unintuitive, visitors might think your business is unprofessional too.

Just becase you as the creator think something is super clear and easy to understand doesn't mean everyone else will think the same.

How to use Jacob’s Law to improve UX design

There’s a reason why almost every major website follows the same structure:

✓ Logo in the top left

✓ Navigation at the top

✓ Clickable buttons that look like buttons

It’s not because designers lack creativity, it’s because this works. Users don’t want to waste time figuring out how to use your site. They just want it to feel natural and intuitive.

When is it okay to break Jacob’s Law?

Jacob’s Law doesn’t mean you can never experiment. It just means that if you do, you need a good reason. For example:

• Innovative products – If your app or website introduces a new concept, users might be more open to learning a new way of interacting.

• Small, controlled changes – Adding micro-interactions or unique animations is fine as long as the core structure remains familiar.

• User-tested improvements – If you’re making a change, test it! If users struggle, it’s probably not worth keeping.

Final thoughts

Good web design isn’t about being different. It’s about being usable. If your site is frustrating, visitors will leave no matter how “creative” it looks. Stick to familiar patterns, make navigation intuitive, and remember: the best UX is invisible.

Now, take a look at your website. Are you helping users or confusing them?