Friction is often seen as a negative aspect of user experience design, but it can actually have many benefits. While it is commonly used to prevent unintended consequences in high-risk scenarios, it also has a new role in the age of artificial intelligence. Adding strategic friction to interfaces can lead to significant efficiency gains in machine learning algorithms, making it essential for competitive applications.
Many assume that reducing friction in apps makes them more enjoyable, but in practice, the smoothest path is not always the happiest. Digital friction refers to anything that makes experiences cumbersome, such as frustrating flows or confusing copy. However, there are scenarios where a bit of resistance can be beneficial, especially in mitigating unintended consequences like accidental purchases.
Intentional friction is already widely used in apps for destructive actions, account security, and error handling. However, it has found a new purpose in the age of artificial intelligence. When implemented correctly, friction can improve the efficiency of AI systems, particularly machine learning algorithms used for personalization. By adding a bit of friction to the interface, each user interaction becomes an opportunity to enhance algorithmic quality.
To understand the benefits of friction in UX design, it is helpful to explore some simple examples. One common use of friction is error prevention, where apps request confirmation before executing high-cost actions like irreversible deletion. This extra step gives users time to consider the potential consequences and prevents them from making disastrous decisions by accident.
Friction can also be used to address problems that are not classified as errors but are still detrimental. For example, social media platforms like Twitter and Instagram have implemented features that slow down the spread of misinformation and encourage more thoughtful discourse. By adding friction to the interface, users are prompted to read articles before retweeting them or warned before posting messages with harmful language.
In the realm of AI, friction plays a role in machine learning algorithms’ ability to understand user preferences and objectives. Onboarding flows that capture user interests have become common in apps, as they personalize the user experience based on their answers. While these flows may seem like necessary steps, they can be challenging to design due to the tension between maximizing data collection and creating a smooth user experience.
TikTok has revolutionized personalization by using friction in its interface design. By showing only one video at a time, TikTok increases its understanding of a user’s focus and engagement signals. This localized interaction approach allows the algorithm to provide highly relevant content recommendations. Other platforms, like Spotify, are following suit by adopting similar interface designs to improve their algorithmic recommendations.
Friction is a powerful tool in algorithm-friendly interfaces as it separates engagement signals from noise. It allows designers to optimize interactions for better understanding and personalization. The compounding nature of good data makes friction even more valuable, as it benefits not only individual users but also the entire user base.
As machine learning algorithms continue to evolve, friction will play an increasingly important role. It can be used to recommend personalized features based on user preferences and objectives, unlocking latent value in apps. However, it is crucial to strike a balance between friction and usability to ensure a positive user experience.
Implementing friction effectively requires considering psychological heuristics like the Peak-End Rule, which suggests that experiences are recalled based on emotional peaks and the end state rather than their full duration. It is also essential to remember that measurements of friction may not capture the full user experience, as subjective factors and second-order effects come into play.
In conclusion, embracing friction in user experience design is crucial in the age of artificial intelligence. By strategically adding friction to interfaces, applications can achieve significant efficiency gains in machine learning algorithms and deliver personalized experiences that remain competitive in the market.