There are times when, deep into a scroll through my phone, I tilt my head and realize that I’m not even sure what app I’m on. A video takes up my entire screen. If I slide my finger down, another appears. The feeling is disorienting, so I search for small design cues at the margins of my screen. The thing I’m staring at could be TikTok, or it could be one of any number of other social apps that look exactly like it.
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