Many of us experience multiple queues on an average day. If the move quickly, they’re soon forgotten. But a slow line can be extremely annoying. What separated a good queuing experience from a bad one, however, is not just the speed of the line. In fact, how the wait makes us feel can have a greater impact on our perception of a queues than how much time we spend in it. To understand how, consider the story of an airport getting complaints for the long waits at the baggage carousel. After trying ...

Many of us experience multiple queues on an average day. If the move quickly, they’re soon forgotten. But a slow line can be extremely annoying. What separated a good queuing experience from a bad one, however, is not just the speed of the line. In fact, how the wait makes us feel can have a greater impact on our perception of a queues than how much time we spend in it.

To understand how, consider the story of an airport getting complaints for the long waits at the baggage carousel. After trying fruitlessly to make baggage delivery faster, the airport simple moved the arrival gates outside of the main terminal, making people walk six times longer. Time was spent walking instead of waiting around and complaints dropped to almost zero as a result. A similar example can be observed during the postwar boom in high rise buildings in many elevator halls, where mirrors are installed to give people a chance to adjust their clothes and make sure that they look great, which distracts them from the long wait for their elevator.

For many people, the golden standard of line design and management can be found in theme parks, where waiting lines are such as integral part that companies are not afraid to invest. Some of the tricks theme parks use to make waits more bearable are hiding the line behind corners or walls to make it appear shorter and inflating the waiting times announced at each attraction. If the sign says the wait is an hour, often it will actually be more like 45 minutes, which will make people feel like they’re 15 minutes ahead of schedule. At Disneyland, designers and engineers also add games and other activities in order to give guests plenty to do, which keeps them from measuring the passage of time. According to Larson, Disney lines are so entertaining that on rainy days, when attendance is low, rides in the parks may fill up too slowly because families linger in the queue for too long.

Clever line design can also be found in supermarkets. Multiple parallel lines, each in front of a checkout, can be great if you’re in a fast one, but can feel very unfair if you’re stuck in a slow one. That’s why businesses are increasingly switching to the serpentine line, in which all customers are funneled into a single queue and then sent to the first available checkout. Compared to parallel lines, the serpentine triumphs in the key department of fairness: it’s strictly first come, first served, so no one arriving after you can be served before you.

The word “fruitlessly” in paragraph 2 is closet in meaning to _______________.