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Context Shifting
The process of switching from one 'thing' to another, of which there is a cost.
Similar psychology:
Last updated: 03/11/2026
How to utilise this in your designs
When someone reopens a long document, you could show where they were last time, and when, so they can pick up again without hunting for their place.
Example from
Microsoft Word
While someone's main task is in progress, try keeping a button on every screen that takes them straight back to it, so any detour to another screen stays short.
Example from
Nike
As someone starts entering details they already keep elsewhere, consider offering to bring them all across at once, rather than switching back and forth to copy each one.
Example from
Arc
If the same alert could reach someone in two places, it may help to switch off the less-preferred option for them, so one event doesn't interrupt them twice.
Example from
Slack
One option, when someone opens a link while signed in as a different account, is to show a clear prompt explaining the switch, so they know which account they're landing in.
Example from
BetterStack
Possible impacts
Keeping related tasks in one place could lead to an increase in feature usage, as people can try something new without context shifting away from their work.
Letting users pick up exactly where they left off might help them build habits, as each return feels like continuing rather than starting over.
Fewer switches between screens and apps may improve users' productivity, as less time goes on finding their place and more on finishing the job.
Batching or removing duplicate notifications could help users hold their attention, as each interruption carries the cost of switching away from their task.
Written by Peter Ramsey
Published: