The Zeigarnik Effect: A Psychological Principle that Improves UX
The Zeigarnik Effect: How Incomplete Tasks Boost User Engagement and Satisfaction
Have you ever noticed that you tend to remember unfinished tasks better than completed ones? Or that you feel more motivated to complete a goal when you are closer to it? If so, you have experienced the Zeigarnik effect, one of the psychological principles that influence user experience (UX) design.
In this article, we will explain what the Zeigarnik effect is, how it affects user behavior and satisfaction, and how UX designers can use it to create more engaging and effective web design and development. We will also provide some examples of web design and development that apply the Zeigarnik effect in practice.
What is the Zeigarnik effect?
The Zeigarnik effect is named after Bluma Zeigarnik, a Soviet psychologist who observed that waiters in a restaurant could remember unpaid orders better than paid ones. She conducted a series of experiments to test this phenomenon and found that people tend to recall interrupted or incomplete tasks more easily than finished ones. She also found that people experience a sense of tension or discomfort when they leave a task unfinished, and a sense of relief or satisfaction when they complete it.
The Zeigarnik effect is related to the concept of closure, which is the human tendency to seek completeness and resolution in everything we perceive and do. When we encounter something that is incomplete or ambiguous, we feel curious and intrigued, but also uneasy and dissatisfied. We want to fill in the gaps and find out what happens next. This creates a mental state of arousal and attention that makes us more likely to remember and pursue the unfinished task.
How does the Zeigarnik effect affect UX?
The Zeigarnik effect has several implications for UX design and development. It can help UX designers to:
- Capture user attention and interest by creating curiosity gaps or cliffhangers in the content or interface. For example, using headlines or teasers that promise valuable information but require users to click or scroll to reveal it, or using animations or transitions that hint at what’s coming next.
- Increase user engagement and retention by breaking down complex or lengthy tasks into smaller and manageable steps or stages. For example, using progress bars, checklists, or gamification elements that show users how far they have come and how close they are to completing the task.
- Enhance user satisfaction and loyalty by providing clear feedback and rewards for completing tasks or goals. For example, using positive messages, sounds, or visuals that congratulate users for their achievements, or offering incentives or benefits for finishing the task.
Examples of web design and development that use the Zeigarnik effect
Here are some examples of web design and development that leverage the Zeigarnik effect to improve UX:
- Netflix: The popular streaming service uses the Zeigarnik effect to keep users hooked on its shows. It does this by showing previews of the next episode at the end of each one, creating a sense of anticipation and urgency. It also uses a countdown timer that automatically plays the next episode unless users stop it, making it easier for users to continue watching than to quit.
- Duolingo: The language learning app uses the Zeigarnik effect to motivate users to learn new words and phrases. It does this by dividing each lesson into bite-sized chunks that are easy to complete and track. It also uses a streak feature that shows users how many days in a row they have practiced, creating a sense of progress and achievement.
- LinkedIn: The professional networking site uses the Zeigarnik effect to encourage users to complete their profiles and connect with others. It does this by showing users a progress bar that indicates how much of their profile they have filled out, creating a sense of incompleteness and urgency. It also uses prompts and suggestions that guide users to add more information or contacts, creating a sense of direction and assistance.
Conclusion
The Zeigarnik effect is a powerful psychological principle that can help UX designers create more engaging and effective web design and development. By understanding how users remember unfinished tasks better than completed ones, and how they seek closure and resolution in everything they do, UX designers can capture user attention, increase user engagement, and enhance user satisfaction.
If you want to learn more about how UX design can improve your web design and development, contact us today. We are Menta, a custom web design and development agency that offers high-quality products. We have the expertise and experience to create web design and development that meet your business goals and your user needs.
Bibliography
1 B. W. Zeigarnik, “On Finished And Unfinished Tasks,” Psychologische Forschung 9 (1927): 1–85.
2 J. Yablonski, Laws Of UX: Using Psychology To Design Better Products & Services (Sebastopol: O’Reilly Media Inc., 2020).
3 N. G. Manktelow et al., “The Zeigarnik Effect and Memory for Interrupted Tasks,” The Quarterly Journal of Experimental Psychology 38 (1986): 387–395.
4 S. Weinschenk, 100 Things Every Designer Needs To Know About People (Berkeley: New Riders, 2011).