Writer and creative consultant
Writer and creative consultant
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100 millisecond rule

Gmail’s founder Paul Buchheit coined the 100 millisecond rule.

The rule states that every coded interaction with technology should be faster than 100ms because 100ms is the threshold where interactions feel instantaneous.

Slower than 100ms and it’s a stupid, sludgy piece of shit. Faster than 100ms and it’s magic.

Some smart developers obsess over this rule to inform every single product decision, every single touchpoint, every single click.

The object is to deliver a perfect, timeless experience.

In less than half the blink of an eye. 


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