Designing Loading Screens to Improve UX : Comparing Static, Animated and Interactive Interfaces

Reaching the best user experience (UX) using a wide range of visual, psychological, and technical tricks and skills is the main aim of designers. However, despite a great design, situations can occur when the overall experience on the website can still be ruined. A frequently occurring example is the unexpected loss of internet connection, which forces the users to wait for an uncertain amount of time. It is a critical design challenge, since delays can lead to user frustration and even to task abandonment. This thesis investigates how different types of loading screen designs—static, animated, and interactive—impact user frustration, engagement, and perceived wait time. Drawing from theories in emotional design, colour psychology, and UX, a within-subjects experiment involving 30 participants was conducted using custom-designed e-commerce website prototypes. Each participant experienced all three loading screen types (appearing for 10 seconds), and their responses were measured through both quantitative (Likert scale) and qualitative (open-ended interviews) methods. The results showed that interactive loading screens significantly reduced frustration and increased engagement. The perceived waiting time was not significantly different, but the interactive screen was perceived to be slightly shorter compared to static and animated counterparts. Animated screens moderately improved the experience, while static screens were least effective. These findings highlight the value of interactivity and emotional engagement in UX design, offering practical implications for developers seeking to improve UX and satisfaction during inevitable wait periods. The study highlights the importance of designing loading experiences not just as technical necessities but as opportunities to enhance user perception and trust.