What if I told you that friction is not necessarily a bad thing in UX? What if I told you it may be an efficient experience design tool in some cases?

1. EMBRACING FRICTION
Zoltan Kollin
kollinz

2. Hello from Hungary!
Zoltan Kollin
Head of Design at IBM Budapest Lab

3. What is UX in a nutshell?

5. Good UX
Easy to understand
Effortless
intuitive
Clean
Fast

6. Friction = bad UX?

8. friction use case #1
PROTECTIVE FRICTION

9. Protecting by friction
Adding a bit of friction to risky actions
might improve the sense of security.

11. Protecting by friction
Adding a bit of friction to risky actions
might improve the sense of security.

13. Protecting by friction
Adding a bit of friction to risky actions
might improve the sense of security.

14. Never. Go. Full. Friction.

15. Protecting by friction
Adding a bit of friction to risky actions
might improve the sense of security.

16. How does it impact others?

17. How does it impact others?

18. How does it impact others?

21. friction use case #2
DECEPTION

24. 8 mins

25. 8 mins

26. 8 mins
READ the story: http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html

27. 8 mins
!
READ the story: http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html

28. The deceptive friction
the busier people are
the faster time goes by.

29. https://dribbble.com/shots/1426764-Submit-ButtonSUbmit button by colin garven

30. https://dribbble.com/shots/2098959-Marvel-loaderMarvel loader by Murat Mutli

38. friction use case #3
BUILDING CREDIBILITY

40. What is an
unbelievably fast
experience like?

41. Artificial waiting
“Our web became so fast that […] we still don’t
always trust when important things happen
instantly. So artificial waiting was born.”
https://www.fastcodesign.com/3066571/the-best-and-worst-user-interfaces-of-2016

42. “Wells Fargo’s eye scan
technology, for example,
worked so quickly that the
developers had to slow it
down […] so customers
knew it had actually
registered their identities.”
https://www.nytimes.com/2016/06/22/business/dealbook/goodbye-password-banks-opt-to-scan-fingers-and-faces-instead.html

43. “Facebook servers crunch your data in
milliseconds, but the user interface takes
longer to load. That's by design.”
https://www.fastcodesign.com/3061519/evidence/the-ux-secret-that-will-ruin-apps-for-you

44. friction use case #4
ADDING PRODUCT
VALUE

47. The right amount of
friction at the right time is
what makes a game
challenging enough.

48. The right amount of
friction at the right time is
what makes gamification
challenging enough.

51. THE
EFFECT

52. THE
EFFECT
We place unreasonably
high value on self-made
products.

53. Onboarding friction to qualify users

54. “Ungrowth” hacking
Adding more fields to a
signup form ends up in
fewer but probably
more qualified leads

56. “It’s simply anti-adult. Evan
Speigel, the company’s CEO,
remarked at a conference in
January, »This is by design. We’ve
made it very hard for parents to
embarrass their children.«”
https://teamdigital.com/blog/snapchats-obscurity-is-what-makes-it-great

57. Wrapping it up

58. Don’t make me think, however…

59. Protective
friction
Make risky actions
slightly harder to do
to enhance security

60. Protective
friction
Make risky actions
slightly harder to do
to enhance security
Delay for
credibility
Consider artificial
waiting for processes
with high impact

61. Protective
friction
Make risky actions
slightly harder to do
to enhance security
Delay for
credibility
Consider artificial
waiting for processes
with high impact
Illusion of
immediacy
Keep users busy to
make delays and load
times unnoticeable

62. Protective
friction
Make risky actions
slightly harder to do
to enhance security
Delay for
credibility
Consider artificial
waiting for processes
with high impact
Illusion of
immediacy
Keep users busy to
make delays and load
times unnoticeable
Value added
friction
Target the rightpeople, improve theproduct experience

63. THANK
YOU
kollinz