In 5/3/1 First Ed. two options for percentages where given:
65% x 5, 75% x 5, 85% x 5+
75% x 5, 80% x 5+, 85% x 5+
I tried both way back when, and I always had better results with the 10% jumps. I think the 10% is what works best for most people and seems to be the only thing Jim uses with any new templates he puts out. The 10% jumps leave me fresher for the top set of the day, and when I am setting PRs is when I am having the most success.
The idea behind the 5% jumps is to get more work of heavier weights. If you want more work at heavier weight I prefer other things though (second set last, monolith, etc.).