Keeping users engaged by designing continuous paths

Never let users meet dead ends!

In the world of user experience design, one of the most crucial principles is to keep users engaged throughout their journey within an app or website.

This involves more than just creating intuitive interfaces and visually appealing designs. It’s about ensuring that users always have a clear path forward, even when they reach what might seem like a natural stopping point.

Imagine yourself driving around a new block, and you suddenly come to a dead end because there wasn’t a sign on the street. How would you react? I’m pretty sure you wouldn’t be happy.

The same scenario we can imagine if you’re shopping online. You’ve browsed several categories but haven’t yet added anything to your cart. When you finally check your cart, it’s empty. What happens next? Do you close the app or website out of frustration, or are you guided towards exploring other products, perhaps through a well-placed call to action (CTA) like “Browse Popular Items” or “Return to Home”?

This scenario highlights the importance of offering users continuous paths.

As designers, we should never leave users in a place where they feel stuck or unsure of what to do next. An empty cart, a completed task list, or an empty feed are all opportunities to engage users further, not dead ends where their journey abruptly stops.

The problem with dead Ends in UX

When users encounter a dead end — whether it’s an empty cart, a blank screen, or a lack of content — they often feel lost or disengaged.

This can lead to frustration, abandonment of the app or website, and ultimately, a negative perception of the brand or product.

Dead ends break the flow of the user journey, making it harder for users to achieve their goals. They might even feel like they’ve wasted their time.

In today’s digital world, where users have countless options at their fingertips, a single frustrating experience can be enough to drive them away for good.

Designing with continuous paths in mind

• Always provide a next step

Every screen should offer users something to do next.

This could be as simple as suggesting related content, encouraging further exploration, or providing a CTA that leads to another part of the app or website.

• Anticipate user needs

Think ahead about what users might want or need at each stage of their journey.

If they’ve completed a task, offer them another related task. If they’ve finished reading an article, suggest similar articles or content

• Leverage empty states

Empty states — like an empty cart or an empty to-do list — are golden opportunities to guide users.

Instead of leaving these screens blank, fill them with suggestions, tips, or CTAs that encourage users to take further action.

• Maintain consistent user flow

The user journey should feel seamless and continuous.

Users should never feel like they’ve reached the end of the road. By providing consistent opportunities for interaction, you keep users engaged and active.

Practical applications across different types of apps

• E-commerce

An empty cart could suggest popular items, recent views, or offer discounts on related products.

• Social media

If a user’s feed is empty, recommend new accounts to follow, trending topics to explore, or groups to join.

• Productivity tools

When a user completes a task list, provide options to review past tasks, explore new features, or set new goals.

The impact of continuous paths on user experience

Designing for continuity not only enhances the user experience but also has tangible benefits for the business.

When users are consistently engaged, they’re more likely to spend more time on your app or website, explore more features, and ultimately, convert into loyal customers.

By guiding users through a continuous journey, you build a stronger relationship with them, making them feel valued and understood. This leads to higher satisfaction, better retention rates, and increased lifetime value.

What can we conclude?

In user experience design, our job is to keep users moving forward, exploring, and engaging with our apps and websites.

By offering continuous paths and avoiding dead ends, we ensure that users always have something to do, somewhere to go, and a reason to stay.

✅ That’s all for now, folks. Thank you for reading this article!