In the vast history of the internet, some inventions are so deeply embedded in our daily lives that we hardly notice them anymore. The “INFINITE SCROLL” is one of them.

Invented by Aza Raskin in 2006 while working at Humanized, infinite scroll fundamentally changed how we navigate digital content. Before it, the internet was structured like a book, page by page. You’d reach the bottom of a webpage, click “Next,” wait for a reload, and repeat. It was a deliberate, even mindful, experience.

Raskin’s idea was deceptively simple: why not make new content appear automatically as users reach the bottom of the page? No clicks, no loading delays,  just an endless stream of information. What started as a usability improvement soon became the default design across social media platforms, news sites, and e-commerce.

And it worked. Infinite scrolling increased user engagement, made browsing seamless, and encouraged people to stay longer and consume more. Soon, it reshaped content strategy, ad revenue models, and even the psychology of digital behavior.

But while it enhanced user experience, it also contributed to a new kind of internet: one designed to keep us hooked. Attention spans shifted. Passive consumption rose. Social media platforms leaned into endless feeds that never offered a natural stopping point.

Interestingly, Aza Raskin himself has spoken openly about the unintended consequences of his invention. He’s since become a vocal advocate for ethical design and has co-founded the Center for Humane Technology to raise awareness about how digital products can manipulate attention.

The story of infinite scroll reminds us that not all impactful innovations come with fanfare. Some quietly restructure the way we live and think, for better or worse.

As builders, designers, and innovators, there’s a lesson here:

Sometimes, we cannot control the chain reaction that starts with our invention.