Ever left clothes in your online shopping cart, only to get a nudge later that reads: “Still deciding? Your items are waiting!” That’s not coincidence—that’s the Zeigarnik Effect in UX at work.

Originally observed in 1927 by psychologist Bluma Zeigarnik, this principle reveals that people are more likely to remember unfinished tasks than completed ones. Fast forward to today’s digital world, and that same phenomenon is helping UX teams re-engage users, reduce abandonment, and drive conversions—all by smartly leaving a few things… undone.

Let’s explore how the Zeigarnik Effect has evolved into a UX powerhouse—and how your product can use it to bring users back with grace, not gimmicks.

What Is the Zeigarnik Effect in UX?

At its core, the Zeigarnik Effect is a psychological bias that keeps unfinished tasks top-of-mind. In UX design, that translates into strategic nudges that remind users of what they haven’t finished—and gently guide them back to complete it.

UX Examples in Action:

• Progress bars in onboarding flows (“You’re 75% complete!”)
• Account setup checklists that encourage full profile completion
• Cart abandonment reminders with saved item visuals
• Gamified learning platforms that show unfinished lessons or badges
• Empty states that reference incomplete workflows or data

The magic isn’t in pestering users—it’s in designing experiences that let them leave something unfinished but within reach.

Why Unfinished Tasks Drive Engagement

Unfinished business bugs us—but that’s a good thing in UX. Here’s why it works:

1. Cognitive Tension Fuels Return Visits

• The brain wants closure. When something’s incomplete, it lingers in our mental to-do list.
• Example: A dashboard that shows “3 steps left to complete your setup” taps into that itch to finish.

2. Visual Progress Reduces Drop-off

• When users see they’re already halfway through, they’re more likely to keep going.
• Example: A progress bar on a multi-step form encourages completion vs. a static form.

3. Reminders Feel Helpful, Not Pushy

• A gentle email or in-app prompt can bring back distracted users without being annoying.
• Especially effective when combined with personalization (“Welcome back, Alex! Want to finish that article?”)

4. Gamification Enhances Motivation

• Unlockable content, checklists, and rewards turn the desire to complete into a mini mission.
• Example: Duolingo’s streaks and levels make incomplete tasks feel like a challenge, not a chore.

Modern Patterns That Use the Zeigarnik Effect

You don’t need to build an entire game to use this principle. Just design for “almost done” moments.

1. Onboarding Checklists

• Break setup into small wins: profile pic, preferences, notifications.
• Use checkboxes and progress visuals to show momentum.

2. Saved Progress States

• Let users exit mid-task and return without losing work.
• Great for long forms, content creation, or learning modules.

3. Micro-conversions

• Prompt users to complete small actions on the way to a bigger goal.
• Example: “Add a payment method now to speed up future purchases.”

4. Content Continuation Prompts

• Remind users they have unfinished content: “You’re halfway through Module 3.”
• Combine with a CTA that respects their time: “Pick up where you left off.”

Design Tips for Using the Zeigarnik Effect Ethically

Like all psychological nudges, this one works best when it’s transparent and respectful.

• Don’t create friction on purpose just to leave something unfinished. The task should have genuine user value.
• Always allow a clear opt-out. Nudges should feel optional, not obligatory.
• Celebrate small completions. Don’t just point out what’s left—acknowledge progress.
• Personalize carefully. Mention the user’s name or activity, but avoid feeling invasive.
• Avoid guilt tactics. “You forgot to finish your donation” won’t build goodwill.

The Future of Unfinished UX

As digital products become more adaptive, we’ll see the Zeigarnik Effect appear in:

• AI-driven re-engagement flows that tailor nudges based on behavior
• Dynamic dashboards that visualize progress across tasks, not just within them
• Time-aware notifications that surface incomplete actions at the right moment
• Personalized pathways that evolve based on which tasks users abandon most

The line between helpful and annoying will always be thin—but the brands that get it right will create sticky experiences that respect attention and encourage return.

Keep the Door Open

The Zeigarnik effect in UX isn’t about tricking users—it’s about tapping into our natural desire to wrap things up, finish what we started, and achieve closure.

By designing experiences that make progress clear, incomplete tasks visible, and return paths easy, you create products that keep users coming back—not because they have to, but because they want to.

Just don’t forget to finish your coffee while you’re at it.