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Embracing Friction - Zoltan Kollin

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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?

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Embracing Friction - Zoltan Kollin

  1. 1. EMBRACING FRICTION Zoltan Kollin kollinz
  2. 2. Hello from Hungary! Zoltan Kollin Head of Design at IBM Budapest Lab
  3. 3. What is UX in a nutshell?
  4. 4. Good UX Easy to understand Effortless intuitive Clean Fast
  5. 5. Friction = bad UX?
  6. 6. friction use case #1 PROTECTIVE FRICTION
  7. 7. Protecting by friction Adding a bit of friction to risky actions
 might improve the sense of security.
  8. 8. Protecting by friction Adding a bit of friction to risky actions
 might improve the sense of security.
  9. 9. Protecting by friction Adding a bit of friction to risky actions
 might improve the sense of security.
  10. 10. Never. Go. Full. Friction.
  11. 11. Protecting by friction Adding a bit of friction to risky actions
 might improve the sense of security.
  12. 12. How does it impact others?
  13. 13. How does it impact others?
  14. 14. How does it impact others?
  15. 15. friction use case #2 DECEPTION
  16. 16. 8 mins
  17. 17. 8 mins
  18. 18. 8 mins READ the story: http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html
  19. 19. 8 mins !  READ the story: http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html
  20. 20. The deceptive friction the busier people are 
 the faster time goes by.
  21. 21. https://dribbble.com/shots/1426764-Submit-ButtonSUbmit button by colin garven
  22. 22. https://dribbble.com/shots/2098959-Marvel-loaderMarvel loader by Murat Mutli
  23. 23. friction use case #3 BUILDING CREDIBILITY
  24. 24. What is an unbelievably fast experience like?
  25. 25. 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
  26. 26. “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
  27. 27. “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
  28. 28. friction use case #4 ADDING PRODUCT VALUE
  29. 29. The right amount of friction at the right time is what makes a game challenging enough.
  30. 30. The right amount of friction at the right time is what makes gamification challenging enough.
  31. 31. THE EFFECT
  32. 32. THE EFFECT We place unreasonably high value on self-made products.
  33. 33. Onboarding friction to qualify users
  34. 34. “Ungrowth” hacking Adding more fields to a signup form ends up in fewer but probably more qualified leads
  35. 35. “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
  36. 36. Wrapping it up
  37. 37. Don’t make me think, however…
  38. 38. Protective friction 
 Make risky actions slightly harder to do 
 to enhance security
  39. 39. Protective friction 
 Make risky actions slightly harder to do 
 to enhance security Delay for credibility 
 Consider artificial waiting for processes with high impact
  40. 40. 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
  41. 41. 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
  42. 42. THANK YOU kollinz
  • ChristianPfeiffer15

    Oct. 24, 2018
  • danm0924

    Feb. 27, 2018
  • andrewpeel

    Feb. 8, 2018

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?

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