I often talk about creating frictionless user experiences. Users should be able to use your product or service easily, but there are times when introducing friction can actually be beneficial and even necessary for a better user experience.
Enhancing security is one example where friction is essential. Adding multi-step authentication when accessing sensitive information may be slightly inconvenient to users, but it significantly boosts security. This kind of friction reassures users that their data is secure, leading to a more positive experience.
Introducing friction can encourage users to make more thoughtful decisions. For example, a confirmation step before finalising a purchase on an e-commerce store can prevent accidental orders. This additional step allows users to review their orders before buying, making them feel more confident about their decisions, thereby increasing satisfaction and reducing returns.
Friction can be a powerful tool to guide users through complex tasks or learning processes. In educational apps or software training programmes, breaking down activities into smaller, manageable steps with occasional quizzes can empower users, ensuring they fully grasp each concept before moving on. This structured approach might slow down progress momentarily, but it fosters a deeper understanding and, ultimately, more effective learning.
While pursuing frictionless user experiences is crucial for ease and efficiency, it’s equally important to understand that incorporating strategic friction can enhance security, decision-making, and learning. The key is to balance the two, knowing when and where to introduce friction to enrich the user experience and meet specific objectives.
What do you think about friction in the user experience?
