![]() ![]() Think back to the last time your flight or bus was delayed without an ETA. Knowing that you have to wait is bad enough, but not knowing how long you need to wait makes it much more frustrating. SkyScanner starts showing results straight away SkyScanner starts showing results straight away Create certainty # There may be other opportunities to keep the user engaged, such as showing interim results like SkyScanner or custom quotes like Slack. Our insurance products are backed by 50 years of experience, we insure over 2 million people like you every year. This can be marketed to the user based on the product or service they are waiting for: It can be even more simple, such as some text body for the user to read. How easy was this quote process? Answering will not interrupt your quote. For our insurance quote, we could add a simple survey to the waiting screen: Whilst users on the web might object to playing games on waiting screens, there are other techniques which might achieve the same goal. This was a reaction to the move from cartridge games to CD-ROM which took much longer to load into memory, leading to frustration. This technique has been used for decades in games: in 1998 Namco was granted a patent to add mini-games to the loading screen for large games. Our goal is to keep the user active on our application, so we should aim to occupy the user's time where they are waiting. Users can easily do this on the web: switching tabs or checking in on a social media application. ![]() In the real world you might pull out your phone whilst waiting in a queue, or pick up a magazine in a waiting room. ![]() Unoccupied time feels longer than occupied time For example Amazon will add a message when calling APIs for stock levels of reseller products and comparison sites will often have text describing how many quotes have been retrieved.Īmazon's humanising wait text Amazon's humanising wait text Occupy time # You may have seen this in action on travel websites or even retail sites. We are generating your quote, evaluating the criteria specific to your situation and determining the best possible price and coverage. Giving the user an explanation of why they have to wait can be a simple step to reduce the perceived duration of the wait a secondary benefit is that the time taken to read any explanation is active time - this can buy us a second or two of wait time!įor our insurance website, we can humanise the wait with an explanation: Spinners don't explain why a user is waiting, just that they have to wait. Unexplained waits feel longer than explained waits Unoccupied time feel longer than occupied time.Unexplained waits feel longer than explained waits.I've extracted three key concepts which are most applicable to waits on the web: His research is based on real-world queues, but the psychology is applicable any time that people are forced to wait to complete a task - except that people have even less patience on the web, with an unlimited number of websites and applications to distract them from the current task. Maister describes the psychology of queueing. In The Psychology of Waiting Lines, David H. First, though, let's look at the psychology of waiting. In this post I will use an insurance quote service as an example, but these techniques can be applied anywhere that a spinner is currently used. Animated spinners are one of the lingering legacies of the 1990's web. ![]()
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