Designing for the Appearance of Speed – Mobify Design

medium.com

📱Performance plays an important role in shaping how customers perceive your brand, and may affect a customer’s purchase intent. A 2013 study of the effects of mobile web performance on user emotional engagement found that a mere 500 millisecond delay resulted in a 26% increase in user frustration, and an 8% drop in engagement. In the same study,

Slow sites dramatically reduced the measured emotional dimensions around purchase intent and brand functionality.

Perceived performance is the only manner of performance that need apply to our outlook of the web. Common amongst most consumers is a misinformed vision of a near future in which all networks are, at minimum, LTE capable and that network latency will soon be a thing of the past. But with billions of new mobile consumers on the rise in developing countries where network speeds are a significant obstacle, the struggle to build performant user experiences has never been more real.

The followings can help you to change user perceptions about the speed.


  1. Embrace the now: Instant load transitions
  2. The visual power of immutability
  3. Mindful motion
  4. Persistence is key

Now, this is interesting to read!

🛬 Airport executives had failed to see the true problem at hand — a human propensity for loathing unoccupied time. While wait times were down, the walking journey from the terminal gate to the luggage claim was a short trot, so travellers spent most of their time waiting. By strategically moving the arrival gates farther away from the baggage carousel, they increased traveller walking time to the baggage claim, and nearly eliminated any unoccupied time. The complaints stopped. This is a real example of how the performance that people feel is more important than “under-the-hood” performance. An objective measure of performance ignores what truly matters: the customer journey. 

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