A case for adding friction
Over time, our minds have adapted to anticipate rewards in exchange for time and effort, like an investment of sorts. This perspective has shifted significantly in the digital realm. Nowadays, we can obtain most things with just a tap on our smartphone screens. While technology has brought about more convenient and seamless experiences, it has also removed the pleasure derived from small things that came with friction in some instances.
The perceived value of something is directly linked to the time and effort invested in it – consider Tinder dates and the lack of fulfillment in those encounters. Friction enables users to make deliberate decisions, allowing them time to ponder.
Reflect on the acquisition of a new skill; we've all experienced the time and effort necessary in mastering something new. It's safe to say that some of the most gratifying experiences in life necessitate time and effort invested by ourselves, others, a system, or a combination of the three.
Although the digital world offers everything with a click of a button, humans inherently expect outcomes proportional to the time and effort invested.
Designers are conned into believing that faster is better by measuring the wrong data set. The data that we measure at its core is driven by a motive for profit (directly or indirectly)
We, in essence, disregard alternative aspects that genuinely craft significant encounters. This article delves into a few ideas to remember prior to designing for the ultimate experience concerning swiftness
a. Do not compromise on security
It's convenient to avoid wearing a seat belt, but it's undoubtedly essential for our safety.
Let's admit it, convenience and security have clashed constantly. As we reduce friction we eliminate the gatekeepers and consequently spend more effort and resources to tackle fresh challenges resulting from their disappearance.
A superb example of this notion involves the utilization of credit and debit cards. Across various regions globally, extra security features like OTP, PIN, CVV, and authentication can render online purchases complicated, yet in certain areas, the requirement for OTP or PIN protocols is absent, allowing users to effortlessly swipe their cards. Although easy, it ultimately penalizes the users, as the elevated risk is offset by increased interest rates.
Ultimately, the customer bears the cost for both improved convenience and increased risk. Deciding on the quantity and type of gatekeepers to deploy relies heavily on your particular product domain and is usually a combined decision. At this stage, design should hold some sway with productand business stakeholders. Adding an extra security layer may prove advantageous; you could be surprised to discover that even with more gatekeepers established, the end numbers continue to grow. 😅
b. Perceived value of effort and processes in place
Imagine if you could have everything you wanted with the blink of an eye. Would you really value item? Understand how users perceive the value of their time and actions at different stages. The investment of time and effort leads us to believe that the results are gratifying. This may not be entirely accurate for digital products, yet it remains applicable in more delicate situations, such as financial or personal transactions.
We must cease utilizing outdated data points that focus us on enhancing velocity. Designers are duped into believing we're creating for ease. Yet, today it's even more crucial to place the user at the heart of our choices as designers and develop pleasurable experiences while considering gatekeepers.
A notion exists called "seat-belt economics" - when the world lacked seat belts, insurance premiums were costly; however, when seat belts were introduced, premiums decreased, causing insurance sales to rise - ultimately benefiting business. Designers must identify such gaps and advocate for implementing additional protective features for users.
We implemented a comparable approach in PayLater, nudging the user each time their plan renewed. This action deterred users from inadvertently continuing their plans. Anticipating a decline in the conversion funnel, we were surprised by an uptick in retention, near elimination of user complaints, and a negligible dip in conversions. At first glance, our strategy to safeguard the user seemed detrimental to the business, but ultimately it improved the business.
