Designing “Thinking” Experiences: How to Turn AI Load Times into Trust-Building Moments

We’ve all been there: you click a button on an AI-powered app and… nothing. Just a blank screen or spinning loader.

In a world where AI systems sometimes need a few extra seconds to “think,” how we design those in-between moments can make or break user experience. Especially when users are trusting your app to do something smart.

Why Does It Matter?

We’re conditioned by modern apps to expect immediate feedback. When an AI model is doing something genuinely complex-like summarizing text or generating images-users can feel uncertain if delays aren’t explained. Blank screens or endless spinners create doubt at critical moments.

What Can We Do Instead?

• Use progressive disclosure: Let users know what’s happening step by step-e.g., “Analyzing sentiment… Matching response tone…”
• Add purposeful micro-interactions: Animations and UI changes that reflect the app’s mental model can reassure users it’s working.
• Reinforce brand trust: Use this time to explain the AI’s process and limitations subtly (“Results are generated using GPT and reviewed for accuracy”).
• Provide opt-out or retry options: Give users a sense of control if they don’t want to wait.

A Real-World Example

For a client building an AI content assistant, we replaced a generic spinner with a short step-by-step progress UI that explained what the AI was doing. We saw a 38% reduction in support tickets related to “It’s not working!” complaints-and a measurable increase in user trust scores.

The space between action and result is not empty time-it’s a chance to bring users along for the ride.

Designing AI feels more natural when we design for how people think, feel, and wait.

If your AI or no-code app feels stuck between impressive tech and frustrating UX, I’d love to explore ways we can bridge that gap.

Let’s chat!