<aside> ▶️ The tendency to approach a goal increases with proximity to the goal.

</aside>

The Goal Gradient Effect is the idea that users are more likely to complete a task quickly if they can see how far they are to the end of the task. Being able to see the endpoint makes users work faster. This is similar to the idea of visibility of system statuses in that you’re keeping users informed of their progress in a system. The Goal Gradient Effect is often utilised by providing progress bars for tasks. This was interesting to me as progress bars are something we often take for granted, but when actually considered, you appreciate how they affect you positively when completing tasks. What was even more interesting to me about the Goal Gradient Effect is how it can be amplified through the illusion of progress. For example, a lot of coffee shop loyalty cards come with a couple of stamps pre-stamped, which makes the user feel as if they have made progress without doing anything, encouraging them to complete the task. While I may not approve of this slightly predatory business practice, I think this illusion of progress could be used positively, like in getting users to complete essential tasks that may otherwise be boring, but with some progress already shown, would get users to complete with less annoyance.