Show users the work that your product does while they wait
Updated: 17 hours ago
When users can see the process, a wait can feel worth the time.
The study. 2 researchers from Harvard Business School did 5 experiments with online travel and dating searches. Some users saw only a progress bar. Other users saw the steps that the site did.
The finding. When the site showed its work, for example "searching 120 airlines", people often liked the result more. Some people even preferred the slower search with visible work to an instant result. The authors call this effect the "labor illusion".
Why it matters. Many teams try to hide all wait times. This study shows that a wait is not always bad. When people see effort, they think that the result has more value. They also feel more thankful.
The takeaway. When your product needs time, show the real steps that it does. Do not show a plain spinner (a turning loading icon).
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