We need to talk about the F word (‘friction’ in enterprise, that is)
1 min read
Summary
The pursuit of frictionlessness in both products and services has been a key tech industry goal, with investors keen to capitalise on the growth possibilities of making workloads easier for consumers.
However, in an opinion piece in VentureBeat, Jennie Baird warns of the possible consequences of a lack of friction for marketplace balance, arguing that it can minimise consumer engagement, encourages passivity, and removes the freedom of choice, while also having wider implications for society as a whole.
She advocates a more balanced approach to design that retains enough friction to give users feedback while not penalising them, which she argues will lead to more sustainable growth.
Moreover, a greater acceptance of friction could also help pave the way for sensible regulation of AI and other emergent technologies.