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| A delay is encountered before a requested screen can be loaded. The information previously displayed cannot or should not be displayed. |
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| Cannot=technical (loading app), should-not=Context changed enough that it would be confusing... If not, use a '''Wait Indicator''' in some other manner... The interstitial is primarily a loading process screen. Whenever there is a sufficient delay and no suitable information that should be presented on the bulk of the screen, advertising can be added to it. The advertising should not interfere with the user’s understanding of the application. Advertising should never animate, while the loading indicator will, to imply activity. |
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| Loading screens - Try to avoid, only use if it really takes that long to load something. And usually (depends on the app) present the last stable things displayed. In-process screens. When a delay is encountered inside an app/site/process, and the context change is so serious that presenting a loading pop-up would give the wrong impression (the old screen is gonna be wiped or is actually wrong). Avoid using interstitials only to present advertising. Users are aware of this, ETC... CAN use if it's a paywall, and the interstitial is to be an inconvenience... so... |
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| Usually nothing. Sometimes, can cancel. |
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| Loading indicator, which see (widget). Use time whenever possible... Label what is being loaded, and why, and so on. Don't just say "loading" Brand it. Advertise if you have to, but see advertising and don't confuse that with the primary message. |
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Problem
A delay is encountered before a requested screen can be loaded. The information previously displayed cannot or should not be displayed.
Solution
Cannot=technical (loading app), should-not=Context changed enough that it would be confusing... If not, use a Wait Indicator in some other manner...
The interstitial is primarily a loading process screen. Whenever there is a sufficient delay and no suitable information that should be presented on the bulk of the screen, advertising can be added to it.
The advertising should not interfere with the user’s understanding of the application. Advertising should never animate, while the loading indicator will, to imply activity.
Variations
Loading screens - Try to avoid, only use if it really takes that long to load something. And usually (depends on the app) present the last stable things displayed.
In-process screens. When a delay is encountered inside an app/site/process, and the context change is so serious that presenting a loading pop-up would give the wrong impression (the old screen is gonna be wiped or is actually wrong).
Avoid using interstitials only to present advertising. Users are aware of this, ETC... CAN use if it's a paywall, and the interstitial is to be an inconvenience... so...
Interaction Details
Usually nothing. Sometimes, can cancel.
Presentation Details
Loading indicator, which see (widget). Use time whenever possible...
Label what is being loaded, and why, and so on. Don't just say "loading"
Brand it. Advertise if you have to, but see advertising and don't confuse that with the primary message.
Antipatterns