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Friction 0:45
A 45-second explainer of Friction, narrated over the same demo you can try yourself.
Try the interactive Friction demo
What this video covers
Friction is any effort an interface puts between a person and what they're trying to do - a step, a confirmation, a wait, a decision. It isn't simply bad: friction on the wrong action repels people, but a deliberate dose on a risky one is a safety net. The skill is matching the friction to the stakes, not removing it everywhere.
Frictionless, the routine action flew - and the destructive one was a single slip from disaster. Add a confirm step and the destructive action became safe, but the routine one turned into a needless chore. Same friction, opposite effect: it's not about how much, but where.
