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It is ten o'clock in the evening. You are sleepy and you have proposed to go to bed early. You put on your pajamas, you brush your teeth, lie down and check your phone one last time before turning off the light … A few hours later, it's early morning and you keep looking at your phone.
Has this happened to you? Staying "on" on a technological device is a very common experience. And this behavior is not accidental.
There is a whole field of research devoted solely to making people unconsciously hooked up to devices such as smartphones, tablets and computers.
This is called addictive design ] and was invented by specialists in User Experience (also called UX).
This design uses neuropsychological tricks to hold the attention of our mind.
You may have heard that receiving a "love" or a heart in something you posted on a social network gives you a sense of pleasure and confidence. and you already know that this injection of dopamine makes you fall in these places.
But there are many more resources more subtle and less obvious that operate in all these applications and have a significant impact in our relationship with technology
Here we present four of addictive design tips that prevent you from dropping off your device.
1. " Scroll " Infinite
Spending hours reading comments or watching photos posted on social media would be impossible without the invention of scrolling (sliding) Infinite
Basically, it is about the possibility of continuing to see new information without limit while you continue to slide your finger or your mouse for your news
That way your brain never paused and only your will can make you stop looking at the l & # 39; application.
"Unlike many other forms of entertainment, for example movies, smart phones have no end point, movies show credits after about two hours, but you can scan, tweet or play until you reach your death, "says journalist Eleanor Cummins in an article in the science magazine Popular Science
The Creator of the Infinite Parade calls Aza Raskin and explains at Popular Science that his intention was to facilitate the user experience. However, today regrets his invention .
"In fact what I did was that humans literally spend hundreds of millions of hours," he criticized.
2. Pull Down or Press to Update
Another tool related to updating addictive information is one that requires the user to scroll down or to make click on to refresh the page. was created by Twitter, using a UX design tip.
Twitter requires you to perform a manual action to see new messages, something that becomes addictive. / iStock When you open Twitter, it shows you the information you saw the last time you entered. You must manually pull or slide down on your phone or tap "see new tweets" (" see new Tweets ") on your computer for the latest information.
This action is similar to that of a slot machine in a casino and is investigated that generates a release of dopamine since our brain anticipates that the action will bring us a reward.
As with the infinite parading the creator of this resource regrets it today.
Loren Brichter, former Twitter engineer, told the British newspaper The Guardian 2017: " Pull-to-refresh (shoot to update) is addictive, Twitter is addictive these are not good things ".
3. Indirect Access
Interestingly, something that could look like a design mistake, because it prevents our access to our own profile, is another tool used entirely by social networks.
Imagine that you want to enter Facebook, Instagram, LinkedIn or Twitter just to post something. When you open the site or application you will inevitably find comments and messages from other people. And most likely you are tempted to read or even to look at some of them.
The fact that none of these networks directly address your profile requires you to interact even though it is sideways, with the content generated by others .
4. Notifications
And without you when you enter, the page warns you that someone you know has just posted something or you have X amount of new unread posts, your plot will be even larger .
Notifications are another very effective addictive design resource
They are based on studies that show that most people do not like to have things in Waiting .Your cellphone is full of applications with small red circles indicating the number of notifications you have not read, it is likely that at some point you want to see what it is.
And once inside, it is very possible that your activity generates immediate responses from others, who in turn get new notifications.
Now you understand this how you have remained, without noticing it, looking at your phone until dawn! You can now receive notifications from BBC World. Download the new version of our application and activate it to not miss our best content.
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