1. Peak-End Rule
This heuristic evaluation states that a user judges their experience based on their feelings at two specific moments, not on their average feelings throughtout. The two key moments that they judge on are the most extreme (peak) and the end.
2. Fogg’s Behavior Model
Motivation, ability and a successful trigger must all be aligned simultaneously for the user to take action. If the user’s motivation is low or a task is difficult to complete, it is unlikely the user will be successful.
3. Hick’s Law
The time to make a decision increases as the number of options increase. A reduction in the number of options presented to the user will help them make a quicker decision.
4. Miller’s Law
This law states that the average human can retain around 7 (plus or minus 2) objects in their short term memory. This law encourages “chunking” of information into smaller groups.
All definitions from UX Companion.