5. Simplify the journey while introducing desirable frictions
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While working on the user journey, it will be important to:
Simplify the journey
The first step is to simplify the user journey. This reduces the user’s attentional load.
The fewer the elements and steps, the less attention the user needs to complete the journey. And the less risk there is of losing users along the way.
Add frictions at key points
For important steps, where user action will have an impact, add some ‘friction’. Adding friction will help users to realise what they are doing. Giving them time to validate their needs. This is known as 'desirable friction'. The term 'desirable friction' appeared in the CNIL's 2019 IP workbook, The shape of choices (French).
Examples of use cases:
- Consumer loan: the user needs to know what they are committing to and whether they are prepared to accept the terms of the agreement. We can add a step where we explain simply and fully what the user is committing to.
- Buying an object online: the user must be aware of the act of buying. This purchase must not be made as a result of mishandling. A validation step, confirming the purchase, enables users to consciously validate their choice.
- High consumption of streaming series (binge watching): the user must have an overview of the time spent. We can add:
- a message announcing the viewing time;
- an additional click action to launch the next episode.
Message indicating the viewing time
Accounts for users under 18 have a default time limit of 60 minutes.
Once the 60 minutes have been reached, users enter their password to continue watching. This friction-filled action causes users to:
- question whether or not they want to continue watching videos;
- realise how long they have been watching.
This new feature of TikTok (an application for viewing short online content) dates back to March 2023 .
Image source: newsroom.tiktok.com
Warning, friction mustn’t be used to change user decisions. For example, by adding a pop-up window that disrupts the user experience and questions a choice already made by the user. This practice is prohibited by the Digital Service Act (article 25).
4. Evaluate and Measure