Tim Neusesser is a guest instructor at Nielsen Norman Group. With a strong business background, his fields of expertise include strategy, management, and analytics.
Confounding variables can affect the validity of data collected during research studies. It's important for researchers to know what they are and how to identify them.
Infinite scrolling can create great user experiences, but it also has weaknesses. Consider 3 alternative design patterns that may work better for your product: A load-more button, integrated pagination within a long scroll, and traditional pages.
Infinite scrolling through long lists of homogeneous items can lower interaction costs, but is less suited to support specific tasks such as finding a particular item.
Infinite scrolling minimizes interaction costs and increases user engagement, but it isn’t a good fit for every website. For some, pagination or a Load More button will be a better solution.
