A riddle while you wait

For long loading screens, Gojek will throw up a variety of riddles for you to think about.

AI insights

Curiosity Gap is when incomplete info makes people want to fill in the blanks. Showing a riddle on Gojek’s loading screen taps this, so users stay engaged and eager for the answer.
Cognitive Drift is when attention slips during idle time. Gojek’s riddles keep users’ minds busy, so they’re less likely to get bored or frustrated while waiting.
Doherty Threshold shows people lose interest fast if they wait too long. Gojek’s riddles help hold attention, making slow loading feel less annoying and reducing churn.
Uber uses a similar pattern by letting users play a game while waiting for a ride. Both Gojek and Uber distract users during waits, which can make the delay feel shorter and less frustrating.
Goodreads also adds variety during loading by showing themed quotes. Like Gojek’s riddles, this gives users something new each time, so waiting feels less repetitive and more enjoyable.