Why a little bit of friction helps build the experience - DecisionMarketing

Why a little bit of friction helps build the experience - DecisionMarketing

For years, the dominant thinking in customer experience has been to remove friction wherever possible. And in many cases, that still holds true. When you’re ordering a taxi or making a payment, speed and simplicity are the product and any delay feels like a failure. But taken as a universal rule, frictionless is too blunt an instrument. Because in the right context, a little bit of friction adds meaning. There are clear scenarios where adding a …