Speed as Design - The Doherty Treshold

How fast a website loads is also a design decision:

If we wait for a certain information, we assume some calculations are being done in the background, however the faster something loads, the more productive it feels for the user and the more enjoyable the overall experience feels.

The secret lies within 400ms, the so-called Doherty Treshold, named after researcher Walter J. Doherty. If loading is slower than that, motion or additional information can help to keep users engaged while waiting.

*This is part of a series of 24 design secrets we want to share with you – one for every day before the holidays.*