026Pattern
Intentional Friction
On occasion, it can be beneficial to intentionally add friction into a process.
Why it matters
The process of intentionally adding friction into a process, to slow the user down for another reason, or to increase traction elsewhere.
e.g., to give the illusion of additional value, or to upsell another product.
Churn:
• There's a dynamic trade-off between churn and the amount of friction (intentional or not). • More friction can increase churn, but it can also have the reverse effect—if by slowing the user down, they invest more time into understanding the benefits.
Purchases:
• By slowing the user down, you can influence their purchases.
What to inspect
- Check whether the experience reflects this: There's a dynamic trade-off between churn and the amount of friction (intentional or not).
- Check whether the experience reflects this: More friction can increase churn, but it can also have the reverse effect—if by slowing the user down, they invest more time into understanding the benefits.
- Check whether the experience reflects this: By slowing the user down, you can influence their purchases.
Common anti-patterns
- Assuming users consciously notice every place where "On occasion, it can be beneficial to intentionally add friction into a process" could apply.
- Dense copy and parallel actions that increase mental effort unrelated to the user’s goal.
- Ignoring downstream effects on churn when shipping this pattern.
Critique prompts
- There's a dynamic trade-off between churn and the amount of friction (intentional or not).
- More friction can increase churn, but it can also have the reverse effect—if by slowing the user down, they invest more time into understanding the benefits.
- By slowing the user down, you can influence their purchases.
- Where on this screen would "Intentional Friction" show up as friction or misunderstanding?
- What would a first-time user misunderstand here in under five seconds?