Vortex
Driving engagement through infinite scrolling, endless recommendations, and time-consuming content loops.

Examples
Creating endless content feeds and notifications that keep users engaged in a continuous, time-consuming loop.
Presenting content that emphasizes shocking or stressful moments and forces constant context switching to capture attention.
Recommendations that create anxiety by pressuring users to engage or compare themselves to others.
Altruheuristics
Biology
- Dopamine: Constant overstimulation of the brain leads to increased pain afterwards, loss of motivation and resilience.
- Anxiety: Most popular or trending tend to be the most outrageous.
- Stress: Outrageous content can contain violence or negative news.
- Comparison: Manufactured highlight reels leads to low esteem.
- Habits: Constantly checking phone or impulsively scrolling becomes habitual due to addiction.
- Gratification: Instant rewards leads to impulsivity due to dopamine.
- Compassion: Outrageous content in the minority leads to a lack of compassion.
- Flow: Easy to access if meaningful things get hard.
- Values and Boundaries: The recommendation algorithm is only concerned with trending, most engagement, outrageous content.
- Escapism: Easy to access due to the reward pathway.
CBT Distortions
- Jumping to Conclusions e.g. (availability bias) These events feel like they’re happening everywhere.
- Overgeneralization e.g. What’s wrong with people?
- Mental Filtering: e.g. (negativity bias) The world is bad.
- Always Being Right: e.g. Arguing online.
Biases
- Algorithmic Bias
- Salience Bias
- Negativity Bias
- Anchoring Bias
- Hyperbolic Discounting
- FOMO
- Loss Aversion
- Survivorship Bias
- Availability Bias
Circ’s Principles
- Balance: Always think about keeping the user in allostasis.
- Esteem: Respect the values & boundaries or the user.
- Transparency: Reduce anxiety by removing uncertainty and explaining algorithm updates.
- Expectations: Reduce stress by providing control and reassurance of outcome.
Mental Health
- Depression: Avoid comparison, highlight reels and distorted realities.
- Chronic Stress: Avoid repetitive stimulation using outrage.
- Chronic Anxiety: Avoid the state of uncertainty and provide reassurance.
- ADHD: Avoid impulsive habit forming interactions and context switching.
Traditional Heuristics
Jakob Nielson Principles
- None
Gestalt
- None
Don Norman Principles
- Constraints: There are no constraints on time usage. Studies suggest that mental health declines after more than 2 hours of usage.
Graphic Design
- Proximity: More content generated with infinite scrolling.
Deceptive Patterns
- None