A few months back an article was published that talked about how this popular brain training game (I can’t remember what it’s called) made their onboarding process MORE complex – not less – and increased their active users by 10%.
While the article was very clear on when to add friction, most of the discussion around the article that I saw fell into the category of “yes, that’s brilliant! I hate my users and customers anyway, so I’ll add MORE friction to our onboarding and we’ll improve like crazy!”
Crazy is the right word… but the context is wrong.
What they should have said was “I’d be crazy to simply add friction and think for a second that the outcome would be in some way positive.”
Unfortunately, this idea of adding friction has come up a few times recently with at least one client and on a few Clarity calls, so I feel the need to dig into why adding friction all willy nilly is simply one of the stupidest things you could do.