The effect of mobile applications' initial loading pages on users' mental state and behavior

Abstract Design of loading screens needs to be optimized given its impact on user experience. This study explored the influence of four commonly used loading feedback types on users’ mental state and behavior regarding waiting using a questionnaire survey. Users’ data (N = 90) was collected using Psychopy and Wenjuanxing. The results suggested that using a logo as the loading feedback enabled better emotional experience, time perception, preference, and higher tolerable waiting time compared with the empty screen or circle icon loading feedback. Users indicated a preference for the combination of a slogan plus a logo loading feedback. These findings can have implications on how to design for improving user experience.

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