Throughout Faire’s history, we’ve primarily focused on adding value for our users by virtue of rapidly delivering features to the end user. This has, historically, been a sensible prioritization. Faire’s two-sided marketplace is composed of generally high-intent users. Since we can assume a higher level of tolerance for latency for high-intent users, we’ve often dismissed the importance of performance. However, industry research has shown that one-second delay in response can result in a 7% loss in conversion. With that in mind, Faire set out to improve our app speed. In this talk we will cover how we approached improving our app speed (Define, Measure, Analyze, Improve, Contro), what tools and techniques we used, our progress towards our goals and our next planned steps.