Neurodiverse Navigation: A UX Case Study on How ADHD Users Browse TikTok vs. Instagram

The rise of short-form video has fundamentally reshaped the digital landscape. For the 4-7% of the global adult population with ADHD, the design of these platforms is a critical factor that determines whether they are tools for connection or sources of cognitive overload. 

This research addresses a significant gap in understanding how platform design choices—like infinite scroll, algorithmic curation, and notification systems—directly impact the attention, mood, and well-being of ADHD users. With 52% of ADHD-related content on TikTok found to be misleading, it is crucial to move beyond a one-size-fits and all approach and develop design principles that are truly inclusive. 

② Background and Literature Review: The Digital Landscape for Neurodiverse Users 

The pervasive nature of digital media has profound implications for all users, but particularly for individuals with ADHD. Research consistently highlights a complex relationship between ADHD symptoms and social media engagement, often characterized by both challenges and potential benefits. 

Studies indicate that adolescents and adults with ADHD may be more susceptible to problematic social media use [1, 2]. This heightened vulnerability is often attributed to the inherent characteristics of ADHD, such as impulsivity, difficulty with self regulation, and a constant search for stimulation. Fast-paced, interactive content, common on platforms like TikTok, can exacerbate attention deficits and impulsivity, potentially leading to increased screen time and a higher likelihood of experiencing new ADHD symptoms [3, 4]. 

Conversely, social media can also serve as a valuable resource for individuals with ADHD. It offers avenues for connecting with communities where they feel understood, accessing educational content, and finding support [5]. The ability to self-diagnose or explore ADHD-related experiences through social media content has also been noted, particularly among adults seeking understanding and validation [6]. However, the quality of information is a critical concern, with a significant portion of ADHD-related content on platforms like TikTok being misleading [7]. 

Our review of existing literature underscores the need for a nuanced understanding of this interaction. While digital media engagement can offer opportunities for

connection and learning, it also presents risks related to problematic use, misinformation, and the exacerbation of core ADHD symptoms. This case study aims to bridge the gap by providing empirical data on how specific platform designs influence the ADHD user experience. 

References for Background and Literature Review:

To understand the nuances of the ADHD user experience, we employed a convergent parallel mixed-methods design over a two-week period. This approach allowed us to capture both objective behaviors and subjective experiences. Our methodology was meticulously designed to ensure both the breadth of data collection and the depth of qualitative insights.

This journey map illustrates the typical experience of an ADHD user navigating social media, highlighting their thoughts, feelings, actions, and pain points at various stages. We'll focus on a composite journey that incorporates elements from all three personas, emphasizing common ADHD-related challenges. 

Persona: Alex (The 'Deep Diver') - but representative of common ADHD experiences. 

 These findings are crucial for understanding the unique challenges and opportunities in designing for neurodiverse populations. 

Finding 1: Engagement vs. Intention
TikTok's design promotes deeper, more continuous engagement, but this often comes at the cost of user intention and self-regulation. 
Session Depth: ADHD users viewed an average of 47 videos per session on TikTok, significantly higher than the 23 videos on Instagram. This suggests
TikTok's seamless, algorithm-driven content delivery reduces friction and encourages prolonged engagement. 
Time Distortion: A striking 78% of users underestimated their TikTok usage time by more than 30 minutes per session. This highlights a significant challenge for self-regulation and time management, a common difficulty for individuals with ADHD. 
Swipe Fatigue: On TikTok, fatigue manifested as a compulsive acceleration of interaction (faster swipes, shorter pauses between content), indicating a struggle to disengage. On Instagram, fatigue appeared as increased platform switching, suggesting users sought novelty or a change of pace when overwhelmed. 

Finding 2: Attention and Cognitive Load
ADHD users navigate interfaces differently, exhibiting unique scanning patterns that reveal higher cognitive load and challenges in sustained attention. 
Scanning Behavior: The traditional "F-pattern" of reading was absent. Instead, users showed a scattered "butterfly scanning" pattern on TikTok, characterized by rapid, seemingly random eye movements driven by motion and animation. On Instagram, a more structured "hub-and-spoke" pattern emerged, with users frequently returning to the main content (image/video) as a central anchor before exploring comments or related content. 
Attention Sustainability: Attention on TikTok peaked within the first 3 seconds of a video before decaying rapidly, indicating a struggle to maintain focus on single pieces of content. Instagram's multi-modal format (images, captions, comments) allowed for more sustained attention, as users could shift their focus between different elements within a single post. 
Cognitive Load Indicators: We observed a 40% higher frequency of "attention ping-ponging" (rapid eye movements between disparate interface elements) among ADHD users, suggesting that current designs can be overwhelming and contribute to cognitive overload. 

Finding 3: Emotional Impact and Mood Regulation
The emotional journey of an ADHD user is more volatile and highly dependent on the platform's design and the nature of the content consumed.
Pre-Usage Mood: Users feeling "understimulated" or seeking dopamine were more likely to have a positive experience on TikTok, finding its rapid content delivery stimulating. Conversely, users feeling "overwhelmed" or anxious were more likely to have a negative experience on Instagram, especially when exposed to social comparison content. 
Emotional Whiplash: TikTok users reported more frequent instances of "emotional whiplash," where rapid transitions between vastly different content types (e.g., educational content followed by a shocking prank video) led to jarring and disorienting emotional shifts. 
Post-Usage Feeling: After extended sessions, TikTok users were more likely to feel "drained," "overstimulated," or even "guilty" due to perceived time waste. Instagram users' moods were more dependent on the specific content they consumed; inspirational or educational content often led to sustained positive moods, while exposure to negative or comparison-inducing content resulted in prolonged negative affect. 

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⑦ Comparative Analysis: TikTok vs. Instagram through an ADHD Lens 

While both TikTok and Instagram are dominant forces in the social media landscape, their core design philosophies and feature sets create vastly different experiences for users with ADHD. This comparative analysis highlights how these differences impact attention, engagement, and overall well-being. 

Content Delivery Mechanism:
TikTok: The Infinite, Algorithm-Driven Stream. TikTok's primary mode of content delivery is the For You Page (FYP), an endless, algorithmically curated stream of short-form videos. This design is highly effective at capturing and maintaining attention due to its novelty, rapid transitions, and personalized content. For ADHD users, this can be a double-edged sword: 
Pros:
Highly stimulating, provides constant novelty, can facilitate hyperfocus on engaging topics, offers immediate gratification.
Cons: 
Extremely difficult to disengage, promotes time blindness, rapid context switching can lead to emotional whiplash, fosters a passive consumption loop, and can exacerbate impulsivity.
Instagram: The Multi-Format, User-Curated Feed. Instagram offers a more varied content experience, including static images, carousels, Stories, Reels (short videos), and longer-form IGTV/Live content. While its algorithm also plays a role, users have more control over who they follow, and the feed is generally less frenetic than TikTok. 
Pros:
Offers more cognitive breathing room, allows for more sustained attention on single posts, provides opportunities for deeper engagement (e.g., reading captions, comments), supports diverse content consumption preferences, and can feel less overwhelming. 
Cons: 
Can still lead to social comparison and FOMO, visual clutter from diverse formats can be distracting, Reels can mimic TikTok's addictive qualities, and the pressure to curate a perfect online persona can be stressful.

Attention and Engagement Patterns:
TikTok: Designed for rapid, superficial engagement. The constant novelty and quick cuts cater to short attention spans but can prevent deeper processing. ADHD users often exhibit a "butterfly scanning" pattern, their eyes darting across the screen in response to motion and visual cues. This can lead to a state of continuous partial attention, where the user is constantly engaged but never fully focused. 
Instagram: Allows for more varied engagement patterns. Users can choose to quickly scroll through their feed, or they can pause to read long captions, engage in comment discussions, or watch longer videos. This flexibility can be beneficial for ADHD users who want more control over their experience, but it can also lead to decision fatigue and a sense of being overwhelmed by choice. 

Community and Social Interaction:
TikTok: Community on TikTok is often formed around shared interests, trends, and sounds. The platform excels at creating large, amorphous communities where users can feel a sense of belonging without direct social pressure. For ADHD users, this can be a low-stakes way to connect with others who share their passions. 
Pros:
Low-pressure social interaction, easy to find niche communities, sense of shared experience through trends. 
Cons: 
Interactions can be superficial, potential for echo chambers and misinformation, less emphasis on direct connection with known friends.
Instagram: Community on Instagram is primarily centered around a user's existing social network (friends, family, colleagues). While it also supports interest-based communities, the emphasis is on personal connection and sharing. For ADHD users, this can be a double-edged sword: 
Pros:
Facilitates deeper connections with known individuals, allows for more personal expression, can be a source of genuine social support. 
Cons: 
High potential for social comparison and FOMO, pressure to maintain a curated persona, can be emotionally draining.


Content Quality and Misinformation:
TikTok: The rapid, algorithm-driven nature of TikTok makes it a fertile ground for the spread of misinformation, especially in areas like mental health. Our research found that 52% of ADHD-related content on TikTok was misleading. This is a significant concern for ADHD users who may be seeking accurate information and support. 
Instagram: While not immune to misinformation, Instagram's more controlled content ecosystem and emphasis on established creators and brands can make it a more reliable source of information. However, the visual nature of the platform can still promote unrealistic lifestyle standards and contribute to body image issues. 

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⑧ Comparative Analysis: TikTok vs. Instagram through an ADHD Lens 

Based on our findings, I developed five evidence-based design principles to help platforms support ADHD users without compromising engagement. These recommendations aim to foster a more mindful and empowering digital experience.

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⑨ Conclusion: The Path Forward 

This research demonstrates that designing for neurodiversity is not a niche concern but a fundamental aspect of responsible and effective UX design. The significant differences in how ADHD users experience TikTok and Instagram reveal that even seemingly minor design choices can have profound impacts on mental health, cognitive functioning, and daily well-being.

The path forward requires a collaborative effort between UX designers, researchers, healthcare providers, and the ADHD community itself. By translating these evidence based insights into real-world design changes, we can create digital environments that are not only engaging but also genuinely supportive, fostering connection, learning, and growth for all users, regardless of their neurocognitive profile.