Chapter #17. Use "Infinite Scroll" for Feed–Style Content Only
Infinite scroll—where the page just keeps scrolling, loading more items asynchronously as the user hits the bottom—is extremely handy for users.
Scrolling with a mouse wheel or a touchscreen is inherently quicker, and simpler, than clicking through pages, and when the content is a news feed of Instagram photos or Tweets, it's perfect
However, infinite scroll should be limited to only a few types of content. If applied to finite lists (messages, emails, to-do items, and so on) then the user has no way of determining a beginning, middle, and end to the content. When used with this kind of content, infinite scroll is confusing and slower to use, so save it for feeds.
Although feeds used to be predominantly chronological—with the newest items first—more products (Facebook and Twitter, for example) are opting to offer users "algorithmically sorted" or "smart" timelines. The idea is (I assume) to offer...