<ul data-eligibleForWebStory="true"><li>Infinite scroll was created in 2006 by Aza Raskin and has become a powerful tool for keeping users engaged.</li><li>It leverages the concept of variable rewards to entice users, similar to the mechanism behind slot machines.</li><li>The uncertainty of what content you may discover next on platforms like Instagram's Explore Feed keeps users scrolling.</li><li>Infinite scroll keeps the brain constantly searching for something new, eliminating decision points and providing an illusion of control.</li><li>It is a behavioral design strategy rather than just a UX feature, designed to optimize user engagement.</li><li>While breaking the infinite scroll loop is possible by adding natural stopping cues, many platforms hesitate to implement these as it reduces time spent on the site.</li><li>Developers and designers face a dilemma in balancing user engagement with ethical design practices when implementing features like infinite scroll.</li><li>Infinite scroll subtly encourages users to keep scrolling with the promise of 'just one more,' leading to extended screen time and potential addictive behavior.</li></ul>

What Infinite Scroll Reveals About Modern Product Thinking

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