The Wait Problem
The Freight quote calculation takes take 15–60 seconds. Users were dropping off during loading. We needed to make the wait feel shorter without actually making it shorter.
The Insight
Instead of hiding the wait, we leaned into it. If users had to wait, we'd make it memorable.
The Solution
A loading experience with rotating content modules that rotate during the wait:
1. Progress bar that shows the loading actually working
2. Humorous microcopy that narrates the calculation in real time
3. "Hall of Wait" leaderboard showing longest wait times
4. "Rate Your Wait" - a star rating for the loading experience itself
5. Did You Know facts and product recommendations
Original Loading Calculation
Users got frustrated because it took a long time to load and they didn't see anything happening
New Loading Calculation
Instead of hiding the wait, we leaned into it. If users had to wait, we'd make it memorable.
PROGRESS BAR + HUMOROUS MICROCOPY
RATE YOUR WAIT
PRODUCT RECOMMENDATIONS + DID YOU KNOW FACTS
