An explainer on why some apps feel fast, even when they are not, in four design tricks.
Two apps load the same content in the same two seconds, and one still feels faster. Each trick is shown side by side with its slower-feeling twin: answer the tap at once, show a skeleton instead of a spinner, let progress speed up at the end, and update the screen before the server replies. The film ends on one idea: fast isn't speed, it's never leaving people waiting.
