Illusion of Time. When 60 sec is not 1 minute

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of Denys Mishunov· @mishunov Photo: http://goo.gl/WSLWvE

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–everybody “Waiting sucks”

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Photo: http://goo.gl/D3J4n9

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©Laura Berman | greenfusephotos.com | 416-887-2655 36% OVERESTIMATION

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0.35 0.01 0.06 0.05 0.07 5.30 4.76

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https://blog.kissmetrics.com/loading-time/

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2011

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2011 2014

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–Lewis Carroll, “Alice in Wonderland” Alice: How long is forever? White Rabbit: Sometimes, juﬆ one second.

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CHOOSE THE RIGHT TIME D0 A D2 B B D1 A B

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WEB TIME LINE 0.2s 1s 5s 10s User Flow (2-5s) Attention Span (7-10s) Instant (0,1-0,2s) Immediate (0,5-1s)

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PLATFORM SUCCESS MODEL http://goo.gl/GlxjdN 1. loading 2. ﬁnger down 4. ﬁnger up 1000ms max: 100ms idle/cleanup in 50ms chunks Instant (0,1-0,2s) Immediate (0,5-1s)

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CHOOSE THE RIGHT TIME D0 A D2 B B D1 A B

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“The juﬆ-noticeable diﬀerence between two ﬆimuli is proportional to the magnitude of the ﬆimuli” WEBER-FECHNER LAW

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WEBER-FECHNER LAW JND

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WEBER-FECHNER LAW jnd = k% of D jnd D Photo: http://goo.gl/jQnZlP

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20% RULE jnd = 20% of D jnd D < 30s Photo: http://goo.gl/jQnZlP

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jnd = 20% of D 20% RULE 20% RULE 10s 8s 12s -20% +20% Photo: http://goo.gl/jQnZlP

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MEANINGFUL NOTICEABLE !== 20% RULE

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CHOOSE THE RIGHT TIME D0 A D2 B B D1 A B

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NEUTRALISATION

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≈5s

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≈2s

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NEUTRALISATION 5s 2s 2.4s +20% rule 3.2s √5×2 Geometric bisection

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≈2s

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≈3.2s

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SUBJECTIVE TIME OBJECTIVE TIME

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TOLERANCE PERCEPTION OBJECTIVE TIME

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TIME MANAGEMENT Perception Management Tolerance Management Operational Management

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OPERATIONAL MANAGEMENT real time Operational Management

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–Lewis Carroll, “Alice in Wonderland” “My dear, here we muﬆ run as faﬆ as we can, juﬆ to ﬆay in place. And if you wish to go anywhere you muﬆ run twice as faﬆ as that.” Operational Management

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FRONT END Delay blocking requeﬆ (onLoad) WebWorkers AJAXify navigation … you-name-it HTML Javascript Images CSS Miniﬁcation & Concatination Sprites Responsive sizes Lo-Fi background JPG images … Fewer HTTP requeﬆs CDN DNS prefetching … No CDN Inline top-screen CSS … Operational Management

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BACK END CDN Caching Faﬆer * mod_deﬂate/mod_gzip HTTP2/SPDY Operational Management

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–Lewis Carroll, “Alice in Wonderland” “If everybody minded their own business, the world would go around a great deal faﬆer than it does.”

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LIMITATIONS Technical limitations Financial/time coﬆs Users usually don’t care about your objective time Operational Management

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LIMITATIONS Users don’t care Operational Management

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– Ilya Grigorik, Web Performance Engineer, Google “Performance is not juﬆ milliseconds, frames and megabytes. It’s also how these milliseconds, frames and megabytes translate to how the user perceives the application”

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TIME MANAGEMENT Operational Management Tolerance Management Perception Management

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PERCEPTION MANAGEMENT psychological time Perception Management

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–Martin Heidegger, German philosopher “…time persiﬆs merely as a consequence of the events taking place in it [space]” Perception Management http://goo.gl/9wXHL9

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EVENT MARKERS Perception Management EVENT1 EVENT2 EVENT3

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EVENT MARKERS Perception Management EVENT1 start Event Marker end Event Marker inner Event Marker start end|start end

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Perception Management PREEMPTIVE START

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PREEMPTIVE START Perception Management magic* * – things user does not need to know about

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Perception Management EARLY COMPLETION magic* * – things user does not need to know about

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LIMITATIONS When process is really long and there is no chance to make user think diﬀerently Perception Management

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TIME MANAGEMENT Operational Management Perception Management Tolerance Management

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TOLERANCE MANAGEMENT valued time Tolerance Management

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http://goo.gl/AkcpvU

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–basic principle of psychology “If you can not change the situation, change the attitude” Tolerance Management

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UNCERTAINTY Tolerance Management

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Tolerance Management Dynamic Determinate “Designing and Engineering Time”, Steven C.Seow. © 2008 Pearson Education Inc. Provides periodic current status during mid-process Projects completion by work units or time Static Indeterminate Doesn’t project completion Does not provide any info during mid-process Download file blah-blah.mov (25GB)? Cancel Download Files scanned: 1250 Viruses found: 55 Your porn will be downloaded in less than 1 second. PLEASE wait Class A Class B Class D Class C

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5s 10s PROGRESS INDICATORS FOR WEB 2s Class D Class A 0

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TIME ANCHORS MATRIX 1 2 3 5 10 15 10 20 30 Tolerance Management

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http://goo.gl/tn8TiG Tolerance Management

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PURPOSE & VALUE Tolerance Management

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Tolerance Management

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WORTH THE WAIT Tolerance Management

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To: DENYS.MISHUNOV@gmail.com

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http://coub.com/view/2pgyb5js

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LIMITATIONS The sky is the limit? Tolerance Management

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Tolerance SUMMARY Deliver objectively faﬆ; If not possible to deliver faﬆ, make user think it is faﬆ; If it is really long process, make user want to wait. Perception Operation