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Intentional Friction
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On occasion, it can be beneficial to intentionally add friction into a process.
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Introduction
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.
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Potential impacts
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.
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Written by Peter Ramsey
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