Word: Infinite Scroll

Definition:  When the content on a page continuously loads as the user scrolls down the page; essentially eliminating the need for pagination. Think Pinterest, Facebook, or Twitter.

Thoughts: Infinite scroll has become an enormously popular user interface trend. It requires less precision and much fewer clicks, which typically help retain user attention over time. This UI pattern is extremely useful when displaying a large amount of content, all with a similar hierarchy, like on social media.

However, like most UI patterns, there is a time and a place for everything. It is not always the best option when designing a goal-oriented task, like locating specific objects or comparing products. When there is a goal at stake, an infinite scroll can feel like information-overload and make the task seem more difficult to accomplish.

Moral of this story is that infinite scroll is a trendy and effective UI technique, just make sure that it is used properly and with purpose!

Question: How much does the threat of page loading time effect your decision to utilize an infinite scroll your design?