We also wanted to try something new for VICE — infinite scroll. Although we didn’t have our own data to back it up, we believed that our audience would be more likely to keep reading if another article of interest just appeared without making them choose what was next.
How could we make it easy for users to keep reading? Looking back at all the approaches we had taken for each site, we revisited older designs that had been most effective. From our own experience, and a survey of other publishers, we mocked up a sampling of possibilities that we believed would entice our users to stick around.