Pleasant Wait Times

The discussion centers around the psychology of waiting and how businesses can improve customer experience by focusing on perception rather than just speed. This insight comes from a famous TED talk by Rory Sutherland and has been applied across various successful businesses.

Key Points:

• Train Station Case Study:

  • Problem: Customers complained about slow train times
  • Traditional solution: Expensive infrastructure upgrades
  • Psychological solution: Add food trolleys to make wait times more pleasant
  • Result: Simple $2 solution dramatically improved rider experience

• Real-World Applications:

  • Instagram's Photo Upload:
    • Started upload during caption writing instead of after
    • Created perception of instant posting while hiding actual upload time
  • Uber's Early Days:
    • Showed fake cars on map to create perception of availability
    • Made users feel service was readily accessible
    • Prevented users from switching to competitors

• Design Principle of Feedback:

  • Based on "The Design of Everyday Things" by Don Norman
  • Users need feedback loops for actions
  • Examples: Submit button confirmation, door closing sound
  • Lack of feedback creates user anxiety

• Disney Application:

  • Need for line entertainment
  • Extend ride experience into waiting area
  • Suggested solutions:
    • Characters appearing in line
    • Ceiling effects
    • Periodic snowfall effects
    • Candy distribution
    • Interactive elements

The core message is that improving perceived experience often matters more than actual speed improvements, and can be achieved through simple, cost-effective solutions.