Labour Illusion
People value results more when they can see the work behind them.
What it is
An instant answer can feel cheap. A visible process, even an artificial delay with a progress narrative, raises perceived effort and therefore perceived value. This is why search engines once showed "searching 2,000 sites" and why a proposal that shows its working lands better than one that only shows its price.
The research
Users of a travel search site were more satisfied when results arrived after a visible progress display than when identical results arrived instantly.
Buell and Norton, 2011
How to use it
Narrate the process
A quote calculator that says "checking materials, checking availability, checking travel" feels more thorough than one that just shows a number.
Show the working in reports
A monthly report that shows what was tested and why is worth more than one that shows only the result.
Related
Sources that shaped this entry: growth.design.