Addicted UX design

Here’s a surprise: the people who design the apps, games, and media sites on which we spend our days are single-mindedly focused on keeping us hooked. Duh, right? Because the more time you spend on a given app, the more revenue that company generates. Engagement equals money. That’s the name of the game, and the good ones (check your phone) are All-Stars at that game. But what kind of genius tactics do they use? Here are a few of the most effective.

Variable Ratio Schedule

You may have only heard this term in a college psych class, but it’s a concept that underpins addictions of all kinds. A variable ratio schedule refers to a reward for a given action, distributed at unpredictable times. A user takes an action because they know it might yield a reward—the chance is always there. Think in terms of a slot machine. The user simply pulls the lever to play, most often winning nothing or very little. But there’s always that chance that the next spin could net millions, and so they try and try again. Variable ratio schedules reliably result in high, steady response rates.

Text by Tom DeVoto & Design by Ceros Originals

Streaks

Some apps automatically recognize streaks of usage with a ticker or some other special feature. Tracking performance over time can make a user feel more invested in the app, and that streak can become a mark of success, especially if it involves another user. When a streak is started, it might become a point of pride to maintain and extend the streak for as long as possible.

Infinite Scrolling & Streaming

How deep does the rabbit hole go? Well, how deep do you want to go? “Infinite” apps, ones that continue to surface new content for users, are especially hard to exit. They’re also a big part of the reason that our time spent in front of technology continues to trend upwards year after year.

Snapchat

NYT Crossword

Duolingo

YouTube

Netflix

Facebook

Reloading Twitter

Mario Kart Tour “pipe”

Tinder swipes

Every time you swipe down to reload Twitter, you’re participating in a VRS. On the other side of that spinning pinwheel icon, you might find some content you really enjoy, or some breaking news you just have to share, and so you’ll keep reloading.

As you complete courses and earn points, you get chances to win characters and karts (including some coveted rare ones) from various “pipes.” Or you can take the shortcut, and spend real money for more chances.

Could that next swipe lead you to find your future partner? Tinder hopes you think so.

Snapstreaks occur when two people share messages with each other for three or more consecutive days, and for many teens, they’re a validation of loyalty—a tangible measure of friendship. They’re highly addictive to maintain, especially in situations with complicated social dynamics, like middle school.

Okay, now what’s the opposite of validating your popularity with a Snapstreak? Crossword’s “Stats” functionality allows a user to see their solving streaks and fastest times, making the pursuit of puzzle glory especially addictive.

Duolingo has a way of making learning a new language addictive—it even describes itself as “fun and addictive.” The app is well-known for gamifying the study of a new language, and it has a way of using push notifications to make sure you never miss or skip a day of practice.

Search for “funny videos” and scroll for days until you find the perfect clip. Plus, a related vid will get ready to play just as the first one finishes, even if you weren’t planning on watching more.

The credits barely started rolling on that episode of The Crown, but the next episode is cued up and will automatically begin in just a few seconds. In fact, you’ll have to take action for the episode not to play. Perhaps the most masterful of modern day addicters, Netflix knows how to keep audiences binging.

If you simply keep scrolling down on your feed in any social media app, like Facebook, Twitter, Instagram, or even Pinterest, content is continually generated. You’ll never reach the end.

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UX Designers Specialize in the Attention Economy.

Addicting UX

How App Designers Keep Us Hooked

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UX designers specialize in the attention economy