Reading Time: 8 minutes

Have you ever found yourself unable to stop thinking about an unfinished task? This phenomenon, where incomplete tasks occupy our thoughts more persistently than completed ones, is known as the Zeigarnik Effect.

Named after Russian psychologist Bluma Zeigarnik, this cognitive bias plays a significant role in memory, motivation, and user experience (UX) design.

Understanding the Zeigarnik Effect allows UX designers to craft digital experiences that engage users, encourage task completion, and improve retention rates.

This article from Design Journal explores the definition, psychological mechanisms, applications in UX design, and real-world examples of the Zeigarnik Effect.

Understanding zeigarnik effect

The Zeigarnik Effect is a cognitive phenomenon in which unfinished or interrupted tasks linger in memory more prominently than completed ones.

This effect is crucial in motivation, memory retention, and behavioral analysis.

It is widely applied in various fields, including UX design, advertising, and education, to keep users engaged and drive completion rates.

zeigarnik effect definition

The Zeigarnik Effect refers to the psychological tendency to remember unfinished or interrupted tasks better than completed ones.

Russian psychologist Bluma Zeigarnik first identified this effect in 1927 through experiments conducted at the University of Berlin under Kurt Lewin’s supervision.

Her study showed that waiters could recall unpaid orders more vividly than completed ones, leading to further research into how interruptions impact memory and motivation.

When a task remains incomplete, the brain perceives it as unfinished business, leading to persistent thoughts about it.

This cognitive tension encourages individuals to complete tasks to restore mental equilibrium.

Factors influencing the zeigarnik effect include:

Emotional investment: The more emotionally engaged a person is, the stronger the effect.
Time-lapse: Over time, the effect diminishes as the memory fades.
Task complexity: More complex tasks lead to a heightened Zeigarnik Effect due to deeper cognitive involvement.

Mechanisms behind zeigarnik effect psychology

The Zeigarnik Effect psychology is deeply rooted in cognitive science and Gestalt principles like (Reciprocity and Social Proof).

The key mechanisms include:

Cognitive load and memory encoding

When a task is left incomplete, the brain prioritizes it by keeping it in active memory.

This explains why incomplete tasks intrude on our thoughts, making us more likely to return to them.

The brain treats unfinished tasks as unresolved problems, maintaining them in our working memory to ensure their eventual completion.

Learn more about cognitive load.

Motivation and intrinsic drive

The feeling of incompleteness creates a psychological urge to finish what was started.

This principle is frequently used in gamification and digital engagement strategies, where unfinished tasks, such as locked achievements or progress bars, drive users to complete their objectives.

This internal drive is an evolutionary adaptation that helps humans persist in achieving long-term goals.

Goal-oriented behavior

The brain seeks closure, and until a task reaches its end state, it remains in a heightened recall state.

This mechanism explains why people experience mental discomfort when a vital task remains incomplete.

Many productivity strategies, such as the Pomodoro Technique, leverage this principle to maintain focus and ensure task completion.

Emotional response and frustration:

Unfinished tasks can create discomfort or anxiety, which can be an emotional motivation to complete them.

This is particularly evident in storytelling and entertainment, where cliffhangers leave audiences eager to return.

Marketers and designers often utilize this strategy in advertisements, leaving potential customers with a lingering sense of curiosity and a need for resolution.

Applications of the zeigarnik effect in UX

The Zeigarnik Effect is a psychological phenomenon crucial in shaping user experiences.

It suggests that people remember and feel compelled to complete unfinished tasks.

This principle is widely used in UX design to enhance engagement, improve retention, and guide users toward desired actions.

Enhancing user engagement

By creating a sense of incompleteness, UX designers can encourage users to return and interact further.

When a task is left unfinished, the human brain keeps it in active memory, increasing the likelihood that users will return to complete it.

This can be achieved by structuring experiences that leave users anticipating the next step, ensuring they stay engaged and invested in the process.

Driving conversions in ecommerce

The Zeigarnik Effect psychology is highly effective in nudging (nudge theory) users toward making purchasing decisions.

When potential buyers interact with an e-commerce platform but leave a process unfinished, the lingering thought of the incomplete action keeps them mentally connected to the platform.

This psychological pull can be leveraged to encourage users to return and complete their transactions, ultimately increasing conversions.

Improving learning and retention

In digital learning environments, structuring information to leave certain elements open-ended helps reinforce memory and retention.

The Zeigarnik Effect ensures that users remain curious and motivated to return as the brain seeks closure.

By presenting educational content in segmented formats with intentional pauses or gaps, designers can create journey maps that sustain attention and encourage continuous engagement.

Encouraging social media interaction

Social media platforms are designed to keep users engaged for extended periods, and the Zeigarnik Effect psychology plays a pivotal role in this strategy.

When users encounter unfinished interactions, such as pending notifications or unanswered messages, they experience a subconscious urge to resolve them.

This drive for completion results in frequent platform visits, reinforcing habitual engagement and prolonged user activity.

Strengthening product onboarding

First-time users often drop off when faced with complex onboarding processes.

The Zeigarnik Effect can be leveraged to create an onboarding journey that keeps users engaged by introducing incomplete steps, encouraging them to return and complete the process.

Retention rates can significantly improve by designing onboarding flows that leave users eager to unlock more features.

Enhancing content consumption

In media platforms, the Zeigarnik Effect psychology can be used to increase content consumption.

When users are presented with incomplete information, such as a teaser, a preview, or an article that hints at more insights—they are more likely to continue engaging until they feel a sense of closure.

This strategy helps maintain user interest and drives prolonged interaction with the platform.

Increasing task completion in productivity apps

Task management and productivity tools can benefit from the Zeigarnik Effect by structuring tasks to keep users motivated to complete them.

By visually representing progress and allowing tasks to be partially completed, these tools create a psychological urge to follow through, ensuring users stay engaged and achieve their goals.

Zeigarnik effect examples

Let’s delve into some notable Zeigarnik Effect examples:

Netflix’s autoplay feature

Netflix’s autoplay functionality exemplifies the application of the Zeigarnik Effect in digital design.

By automatically playing the next episode in a series, often before the current one concludes, Netflix creates a seamless viewing experience that capitalizes on users’ desire for completion.

This design leverages the psychological pull of unfinished tasks, encouraging prolonged viewing sessions and enhancing user retention.

Duolingo’s streak system

Duolingo’s streak feature is a prime example of the Zeigarnik Effect in action within educational technology.

The platform tracks the number of consecutive days a user engages in language learning, displaying this streak prominently to motivate continuous use.

This approach taps into the human tendency to remember and feel compelled to complete ongoing tasks, fostering daily engagement and habit formation.

Duolingo’s blog highlights that maintaining a streak is a tangible, measurable goal that holds learners accountable for daily practice and reinforces consistent learning behaviors.

Further Reading: Research Behind Duolingo Streak

Medium’s reading progress bar

Medium’s reading progress indicator is a subtle yet practical application of the Zeigarnik Effect.

Medium visually represents unfinished content by displaying a progress bar that fills as readers advance through an article.

This design element leverages the psychological drive to complete tasks, encouraging readers to continue reading until they reach the end of the piece.

The progress bar enhances user engagement and provides a sense of accomplishment upon completion, aligning with the principles of the Zeigarnik Effect.

Further Reading: Pros and Cons of Progress Bar

Key steps to apply the zeigarnik effect in design

Integrating the Zeigarnik Effect into UX design involves creating experiences that leave users with incompletion, compelling them to return and engage further.

Designers can enhance retention, drive conversions, and maintain user interest by carefully structuring interactions.

Below are key strategies for applying the Zeigarnik Effect psychology in digital experiences.

Introduce progress indicators

Giving users a clear sense of progress increases their motivation to complete tasks.

Visual cues such as progress bars, step indicators, or checklists reinforce the idea that a task is in progress, making users more likely to continue until completion.

The psychological weight of an unfinished task remains in their minds, subtly encouraging them to return and complete the process.

Effective progress tracking also creates a sense of achievement, keeping users engaged and reducing drop-offs.

Create incomplete experiences

Designing interfaces that leave certain elements unresolved can be a powerful way to sustain user attention.

When information, tasks, or interactions are left open-ended, the Zeigarnik Effect ensures that users feel a natural urge to seek closure.

This can be achieved by structuring experiences and stimulating curiosity, requiring users to take further action to resolve the perceived gap.

By leveraging this principle, designers can foster habitual engagement and encourage repeat interactions.

Use gamification techniques

Gamification enhances user motivation by introducing challenges, milestones, and incentives that create a compelling engagement cycle.

The Zeigarnik Effect psychology comes into play when users are presented with partially completed objectives, making them more likely to return to finish what they started.

Well-structured gamification elements sustain interest, increase commitment to the platform, and foster long-term engagement by tapping into the intrinsic desire to accomplish goals.

Leverage notifications and reminders

Strategic notifications serve as gentle nudges that re-engage users by reminding them of unfinished actions.

Since incomplete tasks remain in the user’s memory, well-timed reminders help reignite their intent to complete them.

This approach ensures that users do not lose track of their progress and reinforces the importance of returning to the platform.

By carefully balancing frequency and relevance, notifications can be used to maintain engagement without causing decision fatigue.

Ensure task simplicity

The effectiveness of the Zeigarnik Effect depends on how achievable a task appears.

If an action feels overly complex or time-consuming, users may abandon it rather than feel motivated to complete it.

By breaking down tasks into manageable steps, designers can keep users motivated and prevent frustration.

Providing simple, clear, and easily achievable actions encourages users to follow through, strengthening engagement and improving overall user experience.

Conclusion

The Zeigarnik Effect is a powerful psychological principle that can transform user engagement, learning retention, and conversion rates.

By understanding its mechanisms and implementing it effectively, UX designers can create compelling, interactive, and user-friendly experiences.

For UX professionals and digital strategists, leveraging the Zeigarnik Effect psychology in design can drive better results and improve user behavior.

As we continue to explore cognitive psychology in UX, this principle remains a crucial design tool for crafting compelling, engaging, and memorable digital experiences.

Subscribe to our Design Journal for exclusive design principles and stay ahead with the latest trends.

Frequently asked questions

What is an example of the zeigarnik effect?

An example of the Zeigarnik Effect is Netflix’s autoplay feature. When an episode ends on a cliffhanger, and the next one starts automatically, users feel compelled to keep watching to resolve the unfinished storyline.

Similarly, platforms like Duolingo use streaks to keep users engaged, making them feel the need to continue their learning streak to avoid an incomplete task.

What is the psychology of not finishing tasks?

The psychology behind not finishing tasks is deeply linked to the Zeigarnik Effect, which states that people tend to remember incomplete tasks more than completed ones.

When a task is left unfinished, it creates a mental tension that keeps it active in our memory. This lingering awareness often leads to stress or anxiety, as the brain continuously reminds us to complete the pending activity.

How does the zeigarnik effect relate to procrastination?

The Zeigarnik Effect psychology suggests that unfinished tasks stay in our minds, making them difficult to ignore.

However, this effect can work against productivity in the case of procrastination. When individuals delay starting a task, they may experience anxiety due to the persistent thought of an incomplete job.

At the same time, once they begin a task, the Zeigarnik Effect can encourage them to complete it, as the brain naturally seeks closure.

How to reduce the zeigarnik effect?

While the Zeigarnik Effect can be helpful for motivation, it can also cause mental clutter. To reduce the impact, consider these strategies:

By understanding how the Zeigarnik Effect psychology influences behavior, individuals can use it to their advantage while avoiding unnecessary stress caused by incomplete tasks.

The Zeigarnik Effect: Definition, Psychology, And Examples

Tags:

Dhruvil Rana

Inspire the next generation of designers

Read Next