Is Overpersonalisation Killing the Variety and Interest of Your User Experience?
One user even noted that because the content was boring she continued to scroll looking for something that was interesting, “I don’t find anything interesting on Facebook tonight but what’s funny is that I will keep scrolling until I do; it’s addicting.” This behavior is related to the Vortex phenomenon, which refers to people feeling sucked into the online world almost against their will through sticky design techniques (like continuous content feeds). Users seek the emotional payoff they get from a good piece of content. In these cases, the phone turns into a mini slot machine: they keep pulling the lever coming across dozens of losers in hopes of finally getting a winner.