Chapter 02 of 5
The Infinite Scroll
The feature that removed the bottom of the page — and its inventor's regret.
- The Old Web
Page 1, page 2, page 3
Early websites split long lists into pages. To see more, you had to click 'next' — a small moment to decide whether to continue.
- The Inventor
Aza Raskin
Around 2006, designer Aza Raskin created infinite scroll: new content loads automatically as you reach the bottom.
- The Goal
Removing friction
The idea was to make browsing smoother by removing the interruption of clicking to the next page.
17 more cards in this chapter
Could you answer this?
What does infinite scroll remove that helps people decide to stop?
📱 The Attention Machine
- 01Pigeons and Slot MachinesWhy unpredictable rewards are so hard to walk away from.
- 02The Infinite ScrollThe feature that removed the bottom of the page — and its inventor's regret.
- 03Built to HookThe design playbook behind apps that are hard to put down.
- 04What Happens to FocusWhat switching, interruptions and multitasking really do to attention.
- 05Taking It BackPractical, evidence-based ways to get your attention back.