People often mistake familiarity for a lack of innovation.
In UX, familiarity is often the reason products succeed.
Jakob’s Law explains that users build expectations from every product they’ve used before. Those expectations become mental shortcuts.
That’s why switching between football apps feels effortless.
The logos change.
The colors change.
The branding changes.
But the experience remains predictable.
Good designers don’t copy interfaces.
They understand expectations.
Innovation should happen in the value you create—not in forcing users to relearn basic interactions.
The best products reduce learning.
They increase confidence.
That’s the power of Jakob’s Law.
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