The idea
People arrive with expectations learned from other products. A familiar interaction pattern lets them transfer that knowledge instead of learning everything again. This is a design heuristic, not an experimental law.
Why it matters
A product is only a small part of someone’s digital life. Predictable navigation leaves more attention for the actual task.
A real-world example
An online shop keeps its cart near the top of the page and uses a clear checkout sequence. Its visual identity is distinctive, while the purchase flow remains recognizable.
What this doesn’t mean
Do not copy a competitor’s interface or preserve an inaccessible convention. Familiarity varies by audience, culture and experience.
Try this.
Start with established interaction conventions. Depart from them when evidence shows a meaningful benefit, and test that change with your audience.
Sources & further reading
Our explanations and examples are original. These references provide the underlying research or design perspective.