Designing with Tension: What the Zeigarnik Effect Reveals About Memory and Momentum
Have you ever noticed how an unfinished task — or a cliffhanger at the end of a show — keeps tugging at your attention?How can the Zeigarnik effect’s lingering cognitive tension help us design products, services, and experiences that people actually come back to and complete?When you learn to harness the motivational pull of “unfinished business,” you can turn mundane flows into engaging journeys and guide users toward the outcomes that matter. We explore why interruptions strengthen memory, and how designers can translate that insight into progress indicators, cliffhangers, and gentle nudges that drive completion. WHAT WE COVER IN THIS EPISODE• What exactly is the Zeigarnik effect, and how did a Soviet psychologist discover it? • Why do incomplete or interrupted tasks stay fresher in memory than those we’ve finished? • How can we use progress bars, checklists, and multi‑step flows to leverage this effect? • Where do cliffhangers shine in learning experiences and content design? • When does the tension of “unfinished” backfire — and how can we avoid creating frustration? • Practical tips for highlighting next steps, surfacing partially completed work, and prompting return visits. KEY TAKEAWAYS• Incomplete tasks create cognitive tension that keeps the goal top‑of‑mind until it’s resolved. • Surface that tension: show users where they left off, how close they are to done, or what’s still missing. • Use visual progress cues (percentages, steps, checkmarks) to make completion feel imminent and achievable. • Strategic interruptions — like well‑placed cliffhangers or mid‑flow saves — can boost later recall and re‑engagement. • Balance is key: too much friction or ambiguity can turn motivating tension into annoyance.If this show’s been useful or thought-provoking for you, I’d love it if you would do me a quick favor and let the Apple audience know! I know it takes an extra step—but it really helps new listeners discover the show, and it makes a big difference for us as we grow.Just open Apple Podcasts, search for The Design Psychologist, tap the show, scroll down to the bottom of the page, and hit “Write a Review.”
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Closing the Knowing-Doing Gap: Designing for Real Behavior Change (with Julie Dirksen)
Why is it so hard to change behavior—even when people already know exactly what to do?Design your next learning experience so people don’t just understand what to do— they actually do it.By uncovering the psychology behind the knowing–doing gap, you’ll gain practical tools to move your audience from passive understanding to sustained action.Our guest, Julie Dirksen, has spent two decades helping organizations design training and products that lead to measurable behavior change. WHAT WE COVER IN THIS EPISODEWhy does information alone rarely shift behavior?What alternative ingredients turn knowledge into action?How do motivation, context, and habit interact?What is the elephant–rider model, and how does it reframe design?Which practical tactics help learners “walk new paths” instead of retreading old ones? KEY TAKEAWAYSBehavior change is not the same as knowledge transfer—information is necessary but never sufficient.Design for the elephant (emotions and habits) as well as the rider (rational mind).Reduce friction and increase repetition so the desired action is easier than the default.Shape context—alter environments so the right choice is the obvious choice.Layer motivation and support with rewards, social proof, and timely prompts.Find The Design Psychologist on your favorite podcasting platforms (or share this link with a friend): https://designpsychologist.buzzsprout.com/2395044/follow If this show’s been useful or thought-provoking for you, I’d love it if you would do me a quick favor and let the Apple audience know! I know it takes an extra step—but it really helps new listeners discover the show, and it makes a big difference for us as we grow.Just open Apple Podcasts, search for The Design Psychologist, tap the show, scroll down to the bottom of the page, and hit “Write a Review.”
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Order Matters—But Not the Way You Think: How Serial Position Gets Misused
In this episode, we uncover how the order in which information is presented affects what users remember—and what they forget. From the “primacy effect” that gives early items a cognitive boost, to the “recency effect” that gives the last ones staying power, you'll learn how sequence can make or break a design.We explore:Why we remember the first and last items in a list better than the middle onesWhy many designers mistakenly apply memory principles to visual design when they should be focusing on attentionThe difference between designing for memory and designing for attentionWhether you're designing a pitch, a product tour, or just organizing content, understanding the serial position effect helps you make your message stick where it matters most.If this show’s been useful or thought-provoking for you, I’d love it if you would do me a quick favor and let the Apple audience know! I know it takes an extra step—but it really helps new listeners discover the show, and it makes a big difference for us as we grow.Just open Apple Podcasts, search for The Design Psychologist, tap the show, scroll down to the bottom of the page, and hit “Write a Review.”
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From Vibes to Variables: How We’re Measuring the Unmeasurable in UX (with Bill Albert)
Why is it so hard to know whether people want to use what we design—not just whether they can?Design research can (and should) go far beyond basic task success. Our guest Bill Albert joins us to show how to expand our measurement toolbox.By learning to measure desirability, emotion, and true engagement, we unlock clearer insights, align teams faster, and invest only in ideas that will actually resonate.WHAT WE COVER IN THIS EPISODEUsability vs. desirability — why the distinction mattersQuantifying emotion in UX: from frustration to delightDefining “engagement” (and the right ways to track it)Physiological tools in practice: galvanic skin response & eye-trackingExperience economy metrics — what today’s products must captureFind The Design Psychologist on your favorite podcasting platforms (or share this link with a friend): https://designpsychologist.buzzsprout.com/2395044/follow If this show’s been useful or thought-provoking for you, I’d love it if you would do me a quick favor and let the Apple audience know! I know it takes an extra step—but it really helps new listeners discover the show, and it makes a big difference for us as we grow.Just open Apple Podcasts, search for The Design Psychologist, tap the show, scroll down to the bottom of the page, and hit “Write a Review.”
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The Shape of Choice: What Hick’s Law Really Reveals About Decision Time
What happens when your design asks users to make too many choices? In this solo episode, we explore a deceptively simple principle with massive implications for user experience: Hick’s Law.This law explains why more options mean more decision time—and why that’s not always a good thing.From cluttered navigation to bloated dropdowns, we’ll break down how cognitive overload quietly slows users down. You'll learn when reducing choices helps, when it hurts, and how to use psychological insights to guide your interface design decisions.By understanding Hick’s Law, you’ll learn how to make your interface feel faster, smarter, and more intuitive to use.If this show’s been useful or thought-provoking for you, I’d love it if you would do me a quick favor and let the Apple audience know! I know it takes an extra step—but it really helps new listeners discover the show, and it makes a big difference for us as we grow.Just open Apple Podcasts, search for The Design Psychologist, tap the show, scroll down to the bottom of the page, and hit “Write a Review.”
About The Design Psychologist | Psychology for UX, Product, Service, Instructional, Interior, and Game Designers
Welcome to The Design Psychologist, a podcast where we explore the intersection of psychology and design. The show is hosted by Thomas Watkins, a design psychologist who has spent years applying behavioral science principles to the creation of digital products. We sit down with a variety of experts who apply psychology in different ways to the design of the world around us. Thomas uses his expertise to guide conversations that provide practical advice while illuminating the theory behind why designs succeed. Tune in if you are a design practitioner who seeks to understand your work on a deeper level and craft experiences that are intuitive, effective, and delightful.
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