The Slow Elevator Story
Inefficient legacy systems are a common challenge for many website owners. Just like building managers who get complaints about slow elevators, you may be stuck with old code and infrastructure that's difficult to upgrade. But instead of immediately trying to make everything faster, there's a clever way to reframe the problem and introduce deliberate friction to improve the user experience.
The story of the slow elevator is a prime example of this approach. When tenants complain that the elevator is taking too long, building managers often try to address the technical issue by installing new motors or upgrading the systems. However, as the speaker points out, this can be an expensive and impractical solution, especially if it means taking the elevator out of service for a long period.
Instead of immediately trying to make the elevator technically faster, building managers can reframe the problem by focusing on the user's perception of speed rather than the actual speed itself.
Reframing the Problem
Rather than tackling the technical challenge head-on, building managers can take a more strategic approach:
Step 1
They'll install mirrors, play music, and add hand sanitizer stations near the elevator. These small distractions help to occupy the user's time and make the waiting experience feel shorter, even if the actual elevator speed hasn't changed.
Step 2
By reframing the problem from "the elevator is too slow" to "the waiting is annoying," building managers can introduce these friction-inducing elements to subtly improve the user's perception of the elevator's performance.
Step 3
The same principle can be applied to your website or web application. Instead of solely focusing on technical optimizations, you can explore ways to introduce deliberate friction and distractions that enhance the user's experience and perception of speed.
Applying the Lesson to Digital Experiences
Just as building managers can use mirrors, music, and hand sanitizer to make the elevator experience feel faster, you can employ similar tactics in your digital experiences. Some examples might include:
- Using [Diagram to be made of loading screens and content placeholders] to occupy the user's time and attention while the page loads
- Strategically staggering animations and visual feedback to create the perception of speed
- Providing contextual information or mini-games during unavoidable delays, as seen in the Trivago example
The key is to reframe the problem from "the site is too slow" to "the waiting is annoying" and then introduce deliberate friction and distractions that improve the user's overall experience, even if the technical performance hasn't changed.
By learning from the slow elevator story and applying these principles to your digital products, you can enhance user engagement and satisfaction, even in the face of legacy system constraints or performance limitations. Remember, it's not just about making things technically faster; it's about shaping the user's perception of speed and creating a more enjoyable journey.
For more information on designing for friction and enhancing user experiences, be sure to check out the Designing for Friction section.