Loading states aren't just about spinners, fun animations or the ⚡️ Doherty Threshold.
In the next 5 minutes, you'll learn how one medical study which doubled the efficacy of a placebo treatment, relies on the same technique that product teams use to reduce churn.
As you'll see, it's often more effective to reframe the experience of waiting, rather than objectively make something faster.
For example, of course commuters on the London Underground would appreciate more frequent trains (objective improvement).
But perhaps the more effective remedy of a morning grumble, was that they installed realtime signs on every platform (perception of experience).
People are happier waiting, for longer, with the confidence of when the next train is arriving.
The world is full of logic-distorting results like this.
Lifts are boring, and in the absence of any distraction, you might focus on the unusual clunking sounds, hoping you're not about to be trapped.
But simply by installing a mirror, people find the experience more enjoyable, because they can take a moment to look at themselves, tidy their hair, or inspect their teeth.
Anyway, let's look at some products.
Written by Peter Ramsey
