The Zeigarnik Effect is a psychological phenomenon describing the tendency of people to remember incomplete or interrupted tasks better than completed ones. This effect was first observed by Soviet psychologist Bluma Zeigarnik in 1927. In web and application development, the Zeigarnik Effect can be utilized to create a more engaging and interactive user experience.
Basic Principle of the Zeigarnik Effect
The Zeigarnik Effect is based on the idea that incomplete tasks create a sense of tension in the mind, motivating individuals to complete them. This tension causes people to remember and focus on unfinished tasks until they are completed. This principle can be applied to web and application design to increase user engagement and motivation.
Application of the Zeigarnik Effect in Web Design
The Zeigarnik Effect can be effectively used to keep users on a website longer and encourage them to return. Here are some specific ways to implement this effect:
1. Interrupted Registration Processes
- Partially Completed Forms: Allow users to save partially completed registration forms. This way, they will feel motivated to complete the registration upon their next visit.
- Progressive Disclosure: Break the registration process into multiple steps so that users see how close they are to completing the process.
2. Follow-Up Tasks and Checklists
- Task Lists: Create task lists or checklists that show users what they still need to complete. Unfinished tasks will create a sense of tension, motivating them to return and finish.
- Progress Bars: Implement progress bars showing the percentage completion of a particular process, such as a purchase or profile completion.
3. Gamification
- Unlocking Levels: Use game elements where users can unlock new levels or rewards for completing certain tasks. Unfinished levels will motivate users to continue playing.
- Achievement Rewards: Offer rewards or bonuses for reaching specific milestones, increasing their engagement.
4. Email Reminders
- Follow-Up Emails: Send users emails reminding them to complete unfinished actions, such as an abandoned shopping cart or an incomplete profile.
- Motivational Messages: Use motivational messages that highlight how close users are to achieving their goals.
Examples of Best Practices
1. LinkedIn
- LinkedIn uses the Zeigarnik Effect by showing users the percentage completion of their profile, motivating them to fill out all sections to achieve a fully completed profile.
2. Amazon
- Amazon uses email reminders for abandoned shopping carts, motivating users to return to the website and complete their purchases.
The Zeigarnik Effect is a powerful tool in psychology that can be effectively utilized in web and application design to increase user engagement and motivation. By implementing interrupted processes, follow-up tasks, gamification, and email reminders, designers can create a more engaging and interactive user experience that motivates users to complete tasks and return to the site.
