An electronic device is capable of assigning a function selected by a user as a function to be executed in accordance with each of a plurality of operations, and the electronic device includes: a first accepting unit configured to accept a first user operation for selecting any of a plurality of groups obtained by classifying a plurality of assignable functions; a second accepting unit configured to, after any of the plurality of groups is selected, narrow down options to a plurality of assignable functions included in the selected group among all assignable functions excluding functions not included in the selected group, and accept a second user operation for selecting a function to be respectively assigned to the plurality of operations among the options; and an assigning unit configured to assign the function selected by the second user operation to each of the plurality of operations.