When Introducing A Little Friction is a Good Thing

It’s common advice for operators to remove friction from their experience. It’s so common, I’ve written multiple pieces about it. For example, in 2021, I wrote:

One example [of friction] is the actual subscription process. Have you ever visited a page and it asks for every single piece of personal information imaginable? You finally get to the end, you put your credit card in, and then the page lags out. Everything you’ve input has been lost and you have to start all over again.