The screen includes their friendly animated mascot to keep users engaged and interested.They use a progress bar to help reassure users that their search is still underway.Travel booking site Hipmunk brings together most of the tactics we've already seen into one delightful example of a loading page: Any longer, though, and indicators like progress bars become more important to reassure users. On principle, apps that take less than one second to load don't need to provide feedback on progress. If we have one criticism, it's that the animation doesn't indicate how much time is left in the loading process. It’s a fun play on the traditional loading circle design, and Ami's familiarity helps create a friendly, consistent brand experience. This created a good mix of people that give the user the chance to get a real (or, you know, sort of real) behind-the-scenes look into our culture. We also picked people from different areas within the company (ops, design, development, content, etc.). To optimize their hiring process and showcase their existing talent, they created a one-of-a-kind interactive 3D interview tool and took advantage of the loading screen to introduce the members of their team: The final six employee characters were chosen from each Ueno office (NY, SF, Iceland, and LA). Ueno, the branding agency behind well-known names like Slack and Copper, needed fresh new faces on their team. Sure, the import could happen immediately, but it'd diminish the meaning behind the action. This ties back to the idea of letting users know that their actions have meaning-if a user knows they're importing a large amount of data, they expect it to take a fair amount of time. While this might seem counterintuitive, TurboTax believes (and has no doubt verified through user testing) that the added time helps reassure users that their accounts are actually being checked, and that the information is being accurately imported. But TurboTax can actually perform this task much faster-they've intentionally designed the interface to appear to run slower. ‍ ‍The data import takes about 5 to 10 seconds. Slack’s commitment to teams and collaboration is evident throughout their product, and their loading page is no exception. Here’s a look at 7 loading pages that make waiting (almost) fun: 1. When done well, loading pages can reinforce your brand, boost user motivation, and delight users. When your app is loading data, waiting for an Internet connection, or transitioning to another screen, you must take great care to be mindful of how you represent situations where you’re fetching data.”‍ But there’s a very real burden that comes with setting expectations. Scott Hurff, former product designer and lead manager at Tinder, writes about the loading state in the UI stack: ‍ “It’s easy to overlook this state, and many product designers insert it as an afterthought. At a minimum, loading pages reassure users that their interactions with your product carry weight. While often treated as an afterthought in product design, the loading page is an important indication to your users that their patience matters, and it provides a confirmation that what they’ve submitted or clicked on will lead to something great just around the corner. Some products have found a way to make waiting more bearable by utilizing their loading pages to add value to the overall user experience. How you handle that waiting experience can make a huge difference to your users (and your retention rates). But at some point, users will inevitably have to wait for something in your product to load. Whether you're sitting in rush hour traffic, stuck in limbo at the RMV, or waiting for your Instagram feed to load, there's just no way around it-waiting sucks.

Loading wait transparent gif