Why the Curiosity Gap Keeps Clients Coming Back for More

If you’re not keeping clients curious, you’re losing them.

It’s 2 a.m. and you swore you’d only watch one episode of that new Netflix series.?

But now it’s four hours later, and you’re still glued to the screen, helpless against the lure of the next episode.

That’s the curiosity gap in action.?

Netflix has mastered the art of keeping you coming back for more by leaving you on the edge of your seat, creating just enough mystery at the end of each episode that you can’t resist hitting "Next."

But this strategy doesn’t just work for entertainment, it’s a critical tool in product design

The ability to craft and sustain curiosity in your users is what keeps them coming back

The curiosity gap is that sweet spot between what users know and what they need to know, and when you get it right, you turn your product into a habit, something they return to repeatedly.

Let’s dig deeper into real-world examples of how companies masterfully use this tool.

A few years ago, a friend of mine decided to order a MyHeritage DNA kit. The process was simple—spit into a tube, send it off, and wait for results.?

But what MyHeritage did next was pure genius.

Rather than delivering the raw data of my friend’s ancestry and saying, “Here you go,”?

They turned the entire experience into a never-ending journey of discovery.

After receiving the initial results:

“You’re 55% Ashkenazi Jewish, 7% italian”.

MyHeritage kept sending updates:?

“You have a 3rd cousin in Argentina,”?Or “We’ve refined your genetic map with new data, and now you’re 60% Ashkenazi Jewish and 10% North African.”?

And every time, my friend would log back in, curious to see what new revelations awaited.

What’s fascinating to me is that MyHeritage has created a product where you can never really be done.

There’s always one more detail, one more connection, one more story.

And that’s the hook.?

In 2024, they have more than 5 million active users not because DNA tests are inherently thrilling, but because MyHeritage has mastered the art of making discovery feel like a lifelong adventure.?

They understand that curiosity is what keeps people engaged long after the initial purchase.

Spotify: Creating an endless loop of discovery

Another brilliant example is Spotify.

Back in 2015, Spotify rolled out "Discover Weekly," a personalized playlist that drops every Monday with fresh tracks curated specifically for you based on your listening habits.

You never know exactly what’s going to be in that playlist. It’s always a surprise, and the possibility that you’ll find your next favorite song keeps you coming back week after week.

I remember a colleague of mine who was an old-school vinyl collector. He swore off digital music services, claiming they’d never replicate the joy of crate-digging at a record store.?

But after a few weeks of using Spotify, he admitted that the platform’s ability to predict what he might like felt eerily similar to his vinyl hunts.?

He never knew what gem might pop up next on "Discover Weekly," and that uncertainty, paired with the promise of discovery, kept him coming back.

In 2024, Spotify reports that nearly 200 million users engage with its personalized playlists every month. That’s a massive chunk of their 500 million total user base.?

Why?

Because they’ve nailed the curiosity gap, blending personalization with the constant tease of the unknown.

People don’t just listen to Spotify because it has a vast library…they listen because the platform keeps them wondering what’s next.

(This is in addition to the yearly summary I eagerly await each year, featuring my most beloved songs.)

And you know what? Even LinkedIn, the platform you’re reading this article on right now, understands the power of the curiosity gap.?

Every time you log in, there’s that little red notification dot.?

It’s simple, but effective

That dot could mean anything: someone viewed your profile, someone liked your post, or perhaps a new connection request is waiting.?

But you won’t know until you click.

What LinkedIn has done is create a feedback loop of curiosity.?

The small hit of dopamine you get when you see that dot, coupled with the anticipation of discovering what lies behind it, keeps users checking back multiple times a day.

LinkedIn has over 900 million users globally, and this seemingly small feature is one of the subtle yet powerful elements driving repeat engagement.

Another way LinkedIn uses the 'curiosity gap' is when you receive the "some people viewed your profile" notification. It makes you eager to see who viewed it and start the beloved game - "guess why they entered your profile."

How to Build Curiosity Into Your Product

Want to inject the curiosity gap into your own product? Start by thinking about how you can leave your users wanting more.?

MyHeritage doesn’t just hand over all the data at once, they drip-feed information over time, hinting that there’s always more to uncover.?

Spotify keeps its users guessing with a fresh playlist every week that feels personal but also unpredictable.

Drip-feed your content. Instead of bombarding users with everything at once, think about how you can spread things out, leaving breadcrumbs that guide them back to you.?

If you’re not thinking about how to craft curiosity into your user experience, you’re leaving serious engagement (and retention) on the table.?

Your users want to keep discovering,?

Your job is to give them a reason to stick around.

Do it, or your app will be another dust in the wind.