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Turning wait into delight: Behind abillion's loading animation

Role:

UX Designer

Period:

Sep 2024 - Oct 2024

Type:

Commercial

Collaborators:

Dafne, Lead Engineer

Skills:

Animation Design, UX Research, Data Analysis

Industry:

Social network, Consumer reviews, and E-commerce

Introduction

abillion launched 'Destination Pages', offering localised content

abillion, the world’s first conscious community platform, combines social networking, reviews, and e-commerce, serving over 12 million users in 188 countries. In 2024, it launched Destination Pages, offering curated recommendations for plant-based dining and products around the world.

Problem

Users faced page loading delays on 'Destination Pages'

Destination Pages depended on a vast database of over 3 million reviews. Thus, users faced delays waiting for pages to load.

This created an opportunity for me turn this friction point into a delightful moment for users.

Source: PageSpeed Insights

Destination Pages depended on a vast database of over 3 million reviews. Thus, users faced delays waiting for pages to load.

This created an opportunity for me turn this friction point into a delightful moment for users.

Source: PageSpeed Insights

Business context

Loading delays affected conversions

💻 Slow-loading pages damage user trust and reduce engagement.

📊 Research shows even a 200ms delay can feel “sluggish” and harm conversions.

To address this, abillion needed a cost-effective solution that made waiting enjoyable.

💻 Slow-loading pages damage user trust and reduce engagement.

📊 Research shows even a 200ms delay can feel “sluggish” and harm conversions.

To address this, abillion needed a cost-effective solution that made waiting enjoyable.

research

Skeleton screen wasn’t feasible because Destination Pages’ content was unpredictable

There were two ways to address the problem :

Improve the loading speed through engineering effort
Show a placeholder

A skeleton screen wasn’t feasible because Destination Pages’ content was unpredictable.

After discussions with engineers, we opted for a loading animation—a choice that balanced cost, effort, and user delight.

There were two ways to address the problem :

Improve the loading speed through engineering effort
Show a placeholder

A skeleton screen wasn’t feasible because Destination Pages’ content was unpredictable.

After discussions with engineers, we opted for a loading animation—a choice that balanced cost, effort, and user delight.

Testing

Majority of polled members preferred the 'Veg-together'

Framing the opportunity

Reframing waiting as an opportunity to surprise and engage users

Waiting frustrates users—but what if it could create emotional delight instead?

“Unexpected rewards or experiences may be a way for users to forget their frustrations during a process”
- Pascal Potvin, Designing for Emotional Delight.

Thus, I reframed waiting as an opportunity to surprise and engage users within their user journey.

Waiting frustrates users—but what if it could create emotional delight instead?

“Unexpected rewards or experiences may be a way for users to forget their frustrations during a process”
- Pascal Potvin, Designing for Emotional Delight.

Thus, I reframed waiting as an opportunity to surprise and engage users within their user journey.