The Case for Intentional Friction: Why Effort Isn’t Always the Enemy
This is my manifesto to fellow web designers and UX enthusiasts everywhere. I'm concerned. We may have spent so much time preaching the gospel of seamless design that we’ve forgotten something important: a little effort can be a good thing.
Not the kind that makes people rage-click or want to throw their laptop over the balcony, but the kind that slows them down just enough to help them make better decisions.
This is the case for intentional friction: small, thoughtful speed bumps that protect users, build commitment, and create trust.
When Friction Works
There’s a difference between accidental friction and intentional friction. Accidental friction is the stuff we all hate: broken links, confusing layouts, forms that reload when you hit “Enter.” Basically anything that's the design equivalent of a pothole.
Intentional friction, on the other hand, is more like... a crosswalk. It’s a purposeful pause that helps people think before they act. It’s not there to frustrate, it’s there to prevent regretful accidents.
Think of your online checkout. Automatically selecting the first product variant might seem convenient, until someone buys the wrong size and has to email support. A quick “Choose your size” step adds a split second of friction but saves time, money, and goodwill in the long run.
The same principle applies elsewhere: adding a confirmation page before finalizing a donation, or a quick note reminding users that digital downloads are non-refundable. Even something as small as requiring a user to check a box acknowledging store hours before booking an appointment can prevent confusion later.
These moments of purposeful pause show respect for the user - and for your time.
The Psychology Behind Productive Friction
A bit of friction can build commitment. When people have to take a small action - confirm a donation, pick a size, type in their email - it shifts them from passive observer to active participant. Behavioral researchers call this effort justification: when we work for something, we value it more.
It’s why a one-click checkout feels amazing in the moment but can backfire later with buyer’s remorse. The lack of effort means the action carries less emotional weight. Thoughtful friction, on the other hand, turns impulse into intention.
👉 Related reads: More Pricing Psychology Tips to Increase Sales and Pricing & Product Lineup Strategies for Sustainable Business Growth - both explore how buyer effort and perception shape long-term satisfaction and trust.
Where to Add (and Avoid) Friction
Add friction where clarity or confirmation matters:
Choosing product variants or customization options
Confirming high-stakes actions (donate, delete, publish, buy)
Reviewing information before submission
Avoid friction where momentum matters:
Browsing and discovery
Navigating between sections
Low-stakes conversions (like newsletter signups)
💡 Rule of Thumb: Friction should never feel like punishment, it should feel like protection.
The Bottom Line
Designing for zero friction might sound like the goal, but total ease can make experiences forgettable. Engagement lives in the balance, enough smoothness to feel intuitive, enough resistance to keep people present. The best brands know this instinctively: they design moments that feel effortless and intentional.
Good UX is like good storytelling. It needs rhythm, contrast, and the occasional pause for tension. Those pauses aren’t bugs; they’re features. This is where our users can reconnect with our purpose. Basically, too much friction and people give up. Too little, and they lose interest.
