Friction in design is ultimately a function of balance, but it is often misunderstood. It has been traditionally framed as the obstacle that hinders users' experiences. As a result, the long-standing mantra is that eliminating it is the best way to create smooth, seamless experiences for users.

Recent insights, however, tell us a different story. Many cases have revealed that slowing users down at just the right moment actually does the opposite, like preventing errors and optimizing usability. This article breaks down the difference between good and bad friction, why speed can be a problem, and how intentional slowdown actually creates better UX for people.

What is Design Friction?

Design friction is the element in a product’s design that intentionally slows down users and creates moments for them to think, tap, read, or make decisions. We could call it the “speed bump” needed to help users make thoughtful decisions rather than act on impulse.

While often seen as negative, especially in cases of slow websites, we’ve seen situations where friction within a design can be very useful. Take, for instance, intentional ones like a confirmation prompt before carrying out a transaction, or “are you sure” prompts for irreversible actions. Options like these help users think more mindfully and avoid making mistakes.

Why Frictionless UX Designs aren’t Always Optimal

For years, UX thinking has been dominated by the idea that the fastest journey is the best one. But over time, we’ve learned that speed can create risk, especially in areas like finance, health, automation, and even AI decision-making. One of the most widely known examples is Amazon’s 1-click purchasing. Now called “Buy Now”, this feature allows registered users to buy items instantly in a single click, using their pre-saved payment and shipping details. While this feature did serve some of its major purposes, which are better speed and convenience, some major downsides have played out over time.

The feature has produced several unintended effects, like children accidentally making one-tap purchases and the interface being too fast; users rarely have the time to process what they are buying. The same challenge applies to Tinder’s instant social login signups.

Although it was introduced to help new users join the app easily, it resulted in thousands of empty or low-effort profiles and bad engagement. These instances are cases where frictionless UX designs were prioritized but ended up causing more challenges than intended.

Even in emerging AI-agent experiences, frictionless UX execution can be risky. Imagine an AI agent instantly booking a flight or purchasing items without proper oversight. A moment of deliberation, like a confirmation screen or final approval, can make a world of difference.

Good vs Bad Friction: Finding a Balance

Now that we’ve established that some slowdown is necessary to limit risks, how do you know where to strike a balance? This is where the concept of good vs bad friction comes in. Bad friction in UX is any unnecessary hurdle, confusion, or slowdown that frustrates users and prevents them from easily achieving their goals.

Some common examples are complex form, slow loading, pop-ups, rage clicks, and others. Forcing a user to create an account and provide excessive personal details just to browse or complete a simple task is a sign of bad friction, and what this would likely lead to is a higher abandonment rate.

Good friction, on the other hand, is purposeful. It slows users down at the right moment for the purpose of clarity and building trust. A lot of platforms have shown excellent uses of this feature. One of them is Venmo’s use of a confirmation screen showing the amount and recipient to prevent mis sends. DoorDash also displays a final order review so users can double-check their items, instructions, and delivery details before making the final call.

How to Strike a Balance

Striking the right balance between good and bad friction takes some extra effort because it means designers have to understand when to speed things up or slow consumers down.

Conduct Thorough User Research

The easiest way to achieve this is to understand the user’s pain points and also map out important factors like what’s at stake for them, where they struggle, and why. While doing this, it’s also important to differentiate between low-risk and high-risk actions to know where the delay should be applied. Lastly, designers should prioritize collecting feedback to gain insights into consumers’ experiences.

Implement Thoughtfully

Good friction often comes with some thoughtfulness. A simple confirmation might suffice for sending an email without a subject line, and explaining the reason for the extra steps can also help retain people’s attention as they navigate the platform.

Reiterate and Test Continuously

Sometimes designers have great ideas, but after implementing, they might not solve the problem as intended. When such happens, it’s important to know when to step back and revisit the drawing board. Regularly test your ideas, understand how they interact with real users, and don't hesitate to make the necessary changes over time.

Prioritizing UX in Design

Design should always put the user first. Too often, designers get caught up in the appeal, novelty, or aesthetics of an interface, rather than considering the overall experience of the people navigating it. The key difference between bad and good friction lies in this focus.