Have you ever wondered why some apps just feel better to use? Often, it’s the subtle design decisions—the ones you barely notice—that make all the difference.

For example, a major difference between each of the popular AI chatbots is how they “type” their responses.

ChatGPT, for example, uses a smooth, animated output that mimics a human typing in real-time. It’s engaging, natural, and conversational. Compare this to Google Gemini or Claude. While they use a similar approach, the timing, acceleration and chunking of their response output feel slightly off — more robotic and less fluid.

In addition, ChatGPT uses a small sphere as a cursor which seems to be “leaving” the text behind it. It’s a clever anthropomorphic device which further naturalises this highly unnatural technology.

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(You may want to open them side by side and witness the subtle but impactful differences for yourself.)

Why does this matter? ChatGPT’s approach, despite being only slightly different, creates a sense of dialogue. It builds anticipation, holds your attention, and subtly makes the AI feel more friendly, and maybe more intelligent. The end result is a more engaging user experience.

You may be thinking this is an exercise in overthinking or “gilding the lily”. And it’s true that, as a product owner, you must be ruthless in prioritising features.

At first glance, a “typing” animation might seem like frivolous UI polish. But in practice, it significantly affects the perceived quality of your product. Could this be one of the factors behind ChatGPT’s popularity? I believe it is.

But how do you decide whether to invest in these seemingly minor details? Getting it wrong can waste a lot of time and focus.

This is where the RICE framework (Reach, Impact, Confidence, Effort) can be invaluable. I wrote about it recently in the context of prioritising larger features, but it applies to subtle design choices too. Assign a score to each of these questions:

• What’s the potential reach of this change?
• How much impact will it have on users?
• How confident are we in this assessment?
• What’s the development and maintenance effort required?

You multiply the first 3 and divide by effort. The highest score equals the highest priority.

Especially in the early stages of a product, balancing effort and benefit is critical. But don’t discount the power of a well-thought-out user experience to set your product apart.