How to make users feel that your app loads quickly

Editor's note: The author of this article, Nick Babich, introduces several methods to "improve" loading speed.

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When we designed the product, we had no way to simulate different loading speeds, so if users had to wait too long to see content, it wasn’t intentional.

The network speed is unstable, especially when we load pictures or music, it will take a long time. In this case, we have to consider what content to show to users in this gap so that they will not feel bored.

Loading animation (Spinner) does not work well

Loading spinners are not the right way to indicate loading or thinking. Default loading icons (such as iOS's loading animation, which is a gray line radiating from a central point) usually have negative connotations. They are used in a variety of operating system functions, including device startup, connecting to a network, or loading data.

People hate seeing a loading spinner without seeing much progress or time. Making users stare at a download progress bar or spinning circle will increase bounce rates.

Uncertain wait times feel longer than known, finite wait times. You should give your users a clear wait time.

Progress bars can tell users how long the process will take, but they are usually not accurate. You can hide the delay in the process in some ways, for example, you can make the speed appear faster at the beginning and slower at the end. Progress bars should not be interrupted, otherwise users will think the app is stuck.

Background Operations

There are two advantages to including the behavior in the background operation - it is visible to the user and it is loaded when the user actually requests it. While the application is running in the background, present the user with something else. A good example is loading pictures in Instagram. As soon as the user selects the picture they want to share, the loading begins.

While the image is loading in the background, Instagram invites the user to add a caption and tags, and when the user is ready to press the “Share” button, the loading process is complete and the image can be shared immediately.

Simulation Content and Placeholders

If you can’t shorten the loading time, then you should try to make the user happier while waiting. You can use this time to display some temporary information. To increase user engagement, use simulated content as text and images.

A few tips:

1. Loading screens shouldn’t be too bright. They don’t need to be too eye-catching. Facebook’s grey Placeholder is a good example. Use template elements when loading content to familiarize users with the overall structure of the content that will be loaded.

2. If you want to load an image, you can use the main color of the loaded image in the placeholder. Medium images are better. First load a small blurred image, and then convert it into a clear large image.

Using placeholders and simulated content did not speed up the loading process, but it seemed to the user that it was loading faster.

Distracting the user’s attention

In order to prevent users from getting bored while waiting, you can distract them appropriately. You can use something interesting and unexpected to attract users' attention and buy enough time for the App to load.

Animations can distract your visitors and make them ignore the loading time.

in conclusion

Users hate waiting, and if you make them feel like they are not waiting, they will like your app. Make sure users feel that the loading time of the app is shorter than they expected.