The Zeigarnik effect

The Zeigarnik Effect highlights the importance of incomplete tasks in human cognitive processing and their influence on behavior and memory. Understanding this phenomenon can be invaluable for designers, marketers, and UX professionals seeking to create meaningful and engaging experiences for users.

Essentially, the Zeigarnik Effect suggests that unfinished jobs or ones that are interrupted before they are completed are more easily recalled than completed tasks. For instance, TV shows relied on cliffhangers (aka unresolved tension) to keep the audience coming eager to watch more.

Zeigarnik’s professor (whom was a Gestalt psychologist) noticed that a waiter could remember the details of orders for tables that had not yet paid and left the restaurant, but could not remember the details for orders that were completed and paid for. Intrigued by this phenomenon, Zeigarnik designed and ran a series of experiments to explore the reason for this behavior.

It came apparent that while doing a task, a task-specific cognitive tension is created; it is during this time that people can more efficiently recall the details of the task. Once the task is completed, the tension disappears along with the enhanced cognitive access; this does though give the investigator an insight into the way memory works.

In general, people rely on short-term memory to complete tasks, and without active rehearsal, the learning centered around the task often does not make it to long-term memory. It is by interrupting a task before it is complete that results in active rehearsal of the information as it comes to mind again; the task-specific tension thereby leads to longer retention of the information overall. It is worth noting that giving a user time to pause during an activity will ultimately increase the likelihood of their return to the task to complete it. The task-specific tension created ensures the problem will not leave a viewer’s brain completely; the indirect focus given to the situation provides them mental time and space to absorb the complexities more fully, and will generally lead to a better and more comprehensive solution. Projects that take longer to complete can also ultimately make a more lasting impression.

But it is possible for creators to utilise this cognitive insight in relation to their work? Firstly, having visuals that represent the incompleteness of the task is critical to help underscore the task-specific tension and encourage user recall of the task. Progress bars, full circles, checkmarks, or step indicators are all useful ways to indicate when a task is complete.

The Fitbit is a minimalist example of design utilising the effect. One of the main areas where the Zeigarnik Effect is applied is interface design. Designers use strategies such as the gradual presentation of information or the creation of incomplete tasks to keep users engaged and motivated. For example, by showing partial progress or keeping interactive elements unfinished, continuous user participation is encouraged.

The inclusion of puzzles or games is another area where the Zeigarnik Effect plays a significant role. By integrating game elements into applications and websites - like challenges, achievements, and rewards - a sense of progression and motivation for the user is generated. The incompleteness of certain activities or the possibility of unlocking additional levels/rewards maintains user interest and incentivises them to continue interacting with the platform.

Productivity apps often use it, as in to-do lists; the interface design allows users to clearly see incomplete tasks and motivates them to complete them to remove them from the list. This sense of achievement when completing partial tasks keeps users engaged and increases their productivity.

Online learning platforms, such as Coursera or Udemy, leverage the pattern to keep users focused on educational content. These platforms often break courses into smaller modules or lessons, thus making it easy for users to track their progress. Additionally, they often use game-related systems, such as badges or points, to reward progress and encourage continued participation.

Returning to games, it is the dedicated gaming platforms that use the system most to keep users involved. Mobile games like Crash Bandicoot use addictive gameplay infrastructure - like the ability to unlock levels and big rewards - to keep players keen to play more. Additionally, video streaming platforms like Netflix or YouTube use recommendation algorithms that suggest content related to the user's preferences, encouraging them to continue exploring and consuming more content. 

The previous area in turn highlights content personalisation; something that is highly relevant by offering recommendations and relevant content based on the user's interaction history. Consequently, the user has a more satisfying and lasting experience; they feel more involved when they perceive that the content adapts to their specific needs and interests, This also increases the likelihood of them continuing to explore and use the platform.

In e-commerce, the Zeigarnik Effect can be applied to enhance the user's shopping experience. For example, online stores often use shopping carts that display selected but not yet purchased products, creating a sense of incompleteness that motivates the user to complete the purchase. Similarly, limited-time promotions or offers can create a sense of urgency that drives the user to make a purchase before the offer expires.

Finally, the Zeigarnik effect can be used to improve feedback and system response in digital interfaces. By providing immediate and visual responses to user actions, a feedback loop is created that reinforces the sense of achievement and progress. This can include animations, confirmation messages, and visual changes that indicate the success of an action or the completion of a task.