In the digital world, Information Foraging Theory suggests that users are like foragers, seeking to maximize their gains (useful content) while minimizing costs (time and effort). The idea is simple but powerful: like animals hunting for food, we humans “hunt” for information online, following “scent trails” that seem promising (source: Neolsen Norman Group).
It got me thinking about how these concepts apply to user experience (UX) design, especially in content discovery on platforms like TV interfaces and streaming services like Netflix, Disney+, and Amazon Prime.
When the scent (clues indicating useful content) is strong, users are more likely to follow that trail. This instinctual behaviour can drastically influence how we design our websites and apps. Think of how often you scroll through Netflix, trying to decide what to watch. If the information scent—like movie descriptions, thumbnails, or recommendations—isn’t strong enough, you quickly move on, often feeling frustrated and overwhelmed by choice.
This is where content visibility becomes crucial. If users can’t find what they’re looking for quickly, they’re gone. This concept is especially relevant in streaming services, where users want to find the perfect show or movie with minimal effort. The stronger the “scent”—the clues indicating useful content—the more likely users are to stay engaged and explore further.
Take Netflix, for example. Its personalized recommendations, like “Top Picks for You” or “Because You Watched,” are masterclasses in strong information scent. These features tap into granular user data, offering tailored suggestions that reduce decision fatigue and enhance the discovery experience. By consistently fine-tuning these recommendations, Netflix ensures that users find what they love, keeping them hooked.
However, not all platforms hit the mark. Amazon Prime Video, for instance, sometimes overwhelms users with a cluttered interface. Simplifying navigation menus and clarifying categories can drastically improve the user experience. A clean, organized layout ensures that users spend less time searching and more time enjoying content.
Netflix’s introduction of short video previews on its TV app is a brilliant example of enhancing information scent. These previews offer a quick glimpse of content, helping users decide whether to watch a show without diving into a full episode. It’s a simple yet effective way to provide valuable information without overwhelming the user.
For UX designers, the lesson is clear—always test and refine your content discovery pathways. Whether it’s through A/B testing UI elements or enhancing recommendation algorithms, the goal is to create a smooth, intuitive user journey. Consistency across devices, clear navigation, and personalized content are all essential components of a successful user experience.
In a world where the paradox of choice is a daily struggle, making it easy for users to find what they want isn’t just a nice-to-have, it’s a necessity. By leveraging Information Foraging Theory and optimizing information scent, you can design interfaces that not only meet user needs but also exceed their expectations. So, let’s keep the user journey easy to track and promising —because when it comes to UX, clarity is king.