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Why do People Scroll Up?

Mailchimp recently redesigned their website. While reading their blog post, I noticed that the position of the header changes based on the user's scroll direction.

When the user scrolls down, the header jumps out of the way. This gives the reader a clear view of the content. If you begin to scroll up the page, the header comes back into position and makes the assumption that we're looking for navigation-type links.

Here's a demo detailing the behavior:

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I think this is a nice touch - a little something extra to enhance my experience.

Why do you scroll up?

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