The Cold Start

The Idea

Your first screen is already part of the product experience.

When you tap an app icon, you usually stare at a static logo until everything pops up at once. It gets the job done, but those few seconds leave you sitting in a visual waiting room.

The Cold Start experiment takes a different approach. Instead of holding back the interface until everything is ready, the app builds itself step by step in front of you.

First comes the top bar, then a simple greeting, followed by your balance, and finally your recent activity. The work still has to happen, but the user isn't left staring at an empty screen. They're watching the product become ready.

Behind the Experience

Loading is usually treated as something that happens before the product experience begins. We wanted to challenge that assumption. If users are going to spend those first few seconds waiting anyway, why shouldn't those seconds already feel like part of the product?

Keep Exploring

More experiments from the Lab