Written by Robert Jennings, Customer Experience Strategy Lead

Speed has become the unofficial currency of the digital world. With each platform and brand promising frictionless experiences and real-time interactions, there’s little space left for stillness. 

But in the race to eliminate delay, we may have lost more than just load times: we’ve sacrificed an underappreciated moment of brand engagement, the loading page.

From necessity to creative opportunity 

In the early days of the web, loading pages were simply a practical fix. They bought time as systems retrieved data or processed inputs. But clever developers soon transformed that necessity into a feature – injecting animations, humour, and brand personality into the wait. 

These brief pauses offered a creative canvas. They entertained, reassured, or educated users during micro-moments that might otherwise have bred frustration. In many cases, they served as memorable touchpoints that helped define the brand’s tone of voice and user experience. 

What happens when everything speeds up? 

With the advent of high-speed internet and smarter back-end systems, most brands have done away with loading pages entirely. What’s left is a seamless journey: efficient, but often emotionally flat. 

In stripping out these moments of transition, we’ve removed an important psychological mechanic. The human brain benefits from rhythm and pacing. Without it, experiences can feel relentless, increasing cognitive fatigue and decreasing emotional impact. 

From a behavioural science perspective, cognitive load theory tells us that our working memory can only process so much at once. When we overwhelm users, especially during complex journeys like applications or purchases, we increase drop-off and decrease satisfaction. The pause created by a loading moment acted as a cognitive breather. 

At the same time, the reciprocity principle reminds us that people feel more positive toward brands that appear to put effort into simplifying their journey. A progress animation or helpful message can give users the sense that complicated tasks are being handled behind the scenes, boosting trust and goodwill. 

Rethinking friction as a feature 

The humble loading page is a microcosm of a bigger conversation around conscious friction: the idea that not all obstacles in the customer journey are bad. Sometimes, friction helps. 

At 兔子先生, we believe deliberate moments of pause or interaction can enhance the experience, particularly during longer decision journeys. In fact, 80% of consumers globally say that brands earn loyalty by surprising and delighting in unexpected ways (). That delight often comes not from speed, but from well-placed moments of emotional resonance. 

To explore this further, see our paper: . 

Gamifying the gap 

Some brands are already reintroducing friction, but reframing it as entertainment or added value. Think about delivery apps that let you track your order in real time, or the gamified ‘waiting room’ experiences now used by concert ticket sites, car manufacturers, and even property brands offering virtual home tours. 

is another iconic example of turning a moment of downtime into an unexpectedly joyful experience. These aren’t just gimmicks; they create an emotional anchor, reinforcing brand recall and improving satisfaction. 

These moments work because they align with user motivation. (For practical guidance on applying this approach, read our guide, Gamification Marketing: Defining a strategy.)

What does this mean for brands? 

We’re not advocating a return to ten-second loading screens. But we are urging brands to think more deeply about transitions. 

Removing all friction may seem like a win, but what you gain in speed, you may lose in substance. Transitions, animations, and holding moments offer more than technical utility; they can anchor your brand emotionally, offer delight, or reduce decision fatigue. 

Reintroducing purposeful pause, whether through storytelling, interactivity, or gamification, can make experiences feel considered, not clinical. And in an era of always-on connectivity and mental burnout, those few seconds of reflection could be the key to more meaningful engagement. 

Efficiency isn’t the only measure of success

The end of the loading page reflects a broader mindset in digital design: one that prioritises speed and simplicity above all else. But in focusing solely on removing barriers, we risk stripping out the very moments that make experiences feel human. 

When brands design only for efficiency, journeys can become forgettable. By reintroducing purposeful pauses, whether through storytelling, interaction, or surprise, we can make space for reflection, emotion, and engagement. 

In the milliseconds between actions lie powerful moments of connection. And in the long run, that’s what drives not just clicks, but loyalty.  

Want to explore how conscious friction can elevate your customer experience? Contact us to start the conversation.