"Maybe you were at a coffee shop and when your turn came, you opened your payment app, tapped your phone on the payment device, grabbed your cappuccino, and were done. Quick and easy. Maybe too quick and easy. Did the coffee shop miss a chance to engage with you? Did Mastercard miss an opportunity to show how their brand made this "priceless" moment possible? Did you miss an opportunity to teach your 8-year-old daughter a lesson on the value of money?"
"By putting speed and efficiency above all else, are we missing opportunities to build connections between consumers and brands-and perhaps each other? Have we lost the space to reflect on the quality of a product, or the substance of an experience? Are we unable to take a moment to think about a choice we just made and wonder whether there are better ones?"
"Friction, in any of its many forms, can be a positive force-for teaching, adding value, creating deeper engagement, and fostering human connection. A process that's too quick and simple may not offer enough choice, lead to poorly informed decisions, or might even erode trust. An experience with the right kind of friction in the right amount can prove more valuable in the long run."
Mobile payments and other streamlined experiences prioritize speed and efficiency, often removing moments for engagement, brand recognition, and personal teaching opportunities. Removing friction is a widespread goal among customer and user experience teams aiming to reduce abandonment and speed transactions. Excessive emphasis on speed can sacrifice chances to build consumer-brand relationships, reflect on product quality, or reconsider choices. Appropriate friction can serve positive functions: teaching, adding perceived value, fostering deeper engagement, and building human connection. Behavioral principles like the IKEA effect show that effortful involvement increases perceived value. Well-designed, limited friction can yield greater long-term value and trust.
Read at Fast Company
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