On having fewer options and why that might be better for your membership.

UX Laws in Membership Design | Part 1: Hick's Law

Picture this: A potential member lands on your membership page. They are excited after they saw your post on social media about your membership and now they want to learn more. But then they see 4 pricing options, 3 membership tiers, multiple add-ons, different enrollment dates and a long list of benefits that requires serious scrolling. Suddenly, that excitement turns into overwhelm. They close the tab, telling themselves they'll "come back later" when they have the mental bandwidth to process it all.

They rarely do.

This is Hick's Law in action, and it prevents people from taking action every day.

What is Hick's Law?

Hick's Law states that the time it takes for a person to make a decision increases with the number and complexity of choices available. In simple terms, more options result in more decision time, which leads to more mental effort required, hence higher chances of abandonment.

While this principle comes from user experience design, it applies perfectly to community  membership design. Every additional choice you offer creates another decision point where members can get stuck, overwhelmed or simply walk away.

The "more is better" trap

I see this pattern repeatedly in membership communities. The creator of the communities believe that offering more choices signals more value. And so we have more pricing tiers, more channels, more event types, more features etc.

And yes, in some cases, this variety might attract certain people. But here is what actually happens:

For your members: They struggle to know where to start, which option is right for them and where to focus their attention. This overwhelm often leads to paralysis.

For you: You are now trying to monitor 20+ channels, manage 6+ pricing options, and host 5+ different event types. You are stretched thin, burned out and ironically, delivering less value because your energy is scattered.

This is not sustainable for anyone.

What fewer choices actually look like

Some of my favorite membership communities keep things beautifully simple. At first glance, this might seem limiting, especially when you want members to feel like they are getting their money's worth. But here's the thing: people join memberships with a specific goal in mind. If you can help them reach that goal without unnecessary bells and whistles, they will feel the membership is absolutely worth it.

And here's the bonus: the energy you save from not managing endless options can be redirected to the kind of personal support that truly transforms the member experience.

I learned an important lesson from Jay Clouse, founder of The Lab (affiliate link),one of my favorite communities, start with less because it's better to add later than to remove.

When you add a new channel, benefit or feature, it signals growth. Members get excited. But when you remove dormant channels or consolidate offerings? It feels like a downgrade. It creates confusion and can erode trust, even if the removal makes logical sense.

This is why starting lean is strategic.

How to apply Hick's Law to your membership

If you're launching or refining your membership, consider simplifying these key areas:

Fewer customer segments: Choose a specific group you know you can help deeply instead of trying to serve an entire market. For example, instead of "all social entrepreneurs," you might focus on climate-focused social entrepreneurs, or those in the early-to-mid stages of building. This clarity eliminates the pressure to create endless options trying to please everyone.

Fewer tiers: Start with 1-3 pricing options maximum. Resist the urge to create tiers for every possible scenario. I know this can be hard, especially if you are trying to be accommodating to the people that you’d like to serve. 

Fewer payment cadences: Choose 1-2 primary options. You can always add the other later if members request it. Some of my favorite communities only have one yearly payment option. It makes it very easy to manage, and members know that when they sign up, they are committed for a year. 

Fewer channels: Inside your platform, create only the spaces that are relevant to the goals of your membership and that you can actively nurture. Five well-maintained channels beat twenty ghost towns.

Fewer events: Pick one or two event formats that align with your members' goals. Master these before adding variety. Even better if you can have set days and times for these events so that members can block their calendars in advance. 

Fewer onboarding paths: Give new members one clear starting point. When you have more to share, use progressive disclosure to reveal options gradually over time or as needed. This keeps decision-making simple at each stage while still providing depth for those who want it.

The goal is to make sure that every option is relevant to your members' goals and clear enough that they know exactly what to do next.

Start lean, grow intentionally

When there is genuine demand for something new, you will know. Your members will ask for it. You will see patterns in their questions and behavior. And if it is not clear, you can always ask or put up a poll. 

Starting with fewer choices means that you are offering focused value, not less value. You are making it easier for members to say yes, easier for them to get started, and easier for you to deliver an exceptional experience.

And that clarity is what keeps people joining, engaging and renewing.

This is the first article in my UX Laws in Membership Design series. For an overview of the broader UX principles that can transform your membership experience, check out Proven Design Principles You Can Apply to Your Membership.

P.S. I offer membership audits and ongoing support to help entrepreneurs and creators design thriving memberships that people love. If you’d like to work with me, reach out at jolleenopula.com/contact

‍