1. Unoccupied time feels longer than occupied time. Find creative ways to engage your customers.
2. People want to get started. Ensure that your customer feels like they've started. E.g. add a progress bar on the online queuing page.
3. Uncertain waits feel longer. Give an estimated waiting time. Err on the side of overestimation.
4. Unexplained waits feel longer. Provide clear explanations.
5. Unfair waits are longer. Treat customers on a first-in, first-out basis.
6. Anything that can cause anxiety makes waits feel longer. Keep a fair, one line queue to prevent repeated anxiety about choosing the "right line".

In the 1950s New York City, the problem was waiting in line for the elevators of the city's new skyscrapers. But building managers soon realised the problem wasn't the waiting time - it was the perceived waiting time.

The solution was to add floor indicators showing people the ele...