Keep it movin'

The Zeigarnik Effect is all about the psychological pull of incomplete tasks. People are wired to crave closure. An unfinished action, like an open loop in a story, lingers in the mind, urging resolution. You can harness this to drive users to complete tasks.

Craft microcopy that creates a sense of progress yet leaves a subtle gap. For example, in a multi-step form, use language like "You're almost there—two steps left!" This sparks momentum while signaling the task remains open. Progress bars work similarly, visually reinforcing how close users are to completion. The key is clarity: highlight what’s done and what’s next, keeping the end in sight.

Notifications also tap into this effect. A message like "Your profile is 80% complete—add a photo to finish" pulls users back by emphasizing the incomplete state. It’s not about nagging; it’s about guiding users toward satisfaction.

Overcomplicate the task, and users disengage. Ensure your words are concise, the path forward is clear, and the reward for completion feels tangible. Whether it’s a checkout flow or onboarding, leverage this human tendency to turn intention into action. Unfinished business, when designed well, becomes a powerful motivator.