Chapter 1
The birth of the bottomless feed
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Chapter 2
Your brain on dopamine
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Chapter 3
The dark patterns of design
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Chapter 4
Reclaiming your digital attention
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YOUR GOAL
Master of The infinite scroll
Ch 1 · The birth of the bottomless feed
futura In 2006, Aza Raskin invented infinite scroll to improve user experience, now powering major platforms worldwide.
futura Aza Raskin built the scroll in two-thousand-six. Now your brain just keeps on pullin' for the next digital fix.
futura A famous 2005 Cornell University study proved that people consume far more when visual stopping points are removed.
Fun Fact
Refilling soup bowls: People ate 73% more soup without realizing it when using secretly self-refilling bowls in a 2005 Cornell University study.
futura The emergence of touchscreens turned scrolling into a highly satisfying, frictionless physical gesture.
Glossary
infinite scroll (noun)
A web design pattern that continuously loads new content as a user scrolls down a page. Developer Aza Raskin created this interface feature in 2006 to make web browsing seamless.
A web design pattern that continuously loads new content as a user scrolls down a page. Developer Aza Raskin created this interface feature in 2006 to make web browsing seamless.
Quiz
What classic psychological experiment setup by B.F. Skinner in 1930 inspires modern scroll rewards?
Quiz
Before the infinite scroll was invented, how did users typically navigate to more web content?
Quiz
What type of mental fatigue is reduced when you don't have to decide to click a 'Next' page button?
Quiz
Which device's launch in 2007 accelerated the global adoption of touch-based scrolling?
Quiz
In a 2005 Cornell study, how much more soup did people eat when using self-refilling bowls?