Infinite scroll is a terrible idea 99% of the time

(written by lawrence krubner, however indented passages are often quotes). You can contact lawrence at:, or follow me on Twitter.

Pinterest introduced the modern infinite scroll, so women would keep scrolling their home page. For a while, Pinterest was the fastest growing large site in the world. Infinite scroll is useful if you’re simply encouraging people to browse over random items. It is a terrible design idea if you are trying to communicate information. As Edward Tufte says, long lists are fantastic if you are trying to communicate choices or many types of information.

So check out the Web Summit list of partners.

It takes forever to try to scroll this page. I spent 20 minutes trying to scan the list, and I found it impossible. Every ten rows I hit bottom and then it loads more items. The process is incredibly slow.

In the end I had to give up. What should be a simple page that shows me the information I want is instead a page that frustrates viewers with its slowness and clunkiness.

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