Opher Vishnia 19 December 2016 Great read! I’m wondering about the Viget test – you mention “Customers were willing to wait almost twice as long for the custom loader”. In the two alternate screens , the one with the custom loader also has an additional non-animated logo. Could that also have been a contributing factor to user wait time acceptance? I wonder if they tested a version with the original generic loader and the logo to rule out its effect on the data.