Fact or Friction: Can Intentional Friction Be a Good Thing?

Error 404. The never-ending loading spiral. Page cannot be reached. A popup with a minuscule exit button.

These messages frustrate users. Technical delays like these, cause friction — stopping or slowing a user from reaching their desired goal. 

Nick and Chuck explore how companies usually aim to reduce customer friction to create a seamless, easy experience. Buy lengthy and complex processes may require companies to intentionally add friction to educate, protect, or inform their customers throughout the workflow. 

Join us as we discuss:

• What friction is, and examples of experiences with friction
• Removing friction for seamless UX
• Intentional friction: when to add steps to the workflow to improve CX