When seamless stops working: The case for purposeful friction

Danish social-eating establishments have found that embracing a bit of awkwardness can lead to positive outcomes. How? By serving uncarved roast chicken to guests, sparking conversations and forming bonds among strangers. While it may seem awkward, this unconventional approach turns a transactional dinner into a connecting experience. By introducing moments of delay and friction, these restaurants create lasting memories and foster new relationships, emphasizing that the process is more enriching than the meal itself.

In today’s pursuit of seamlessness and efficiency, there is a risk of overlooking the human element in brand experiences. By prioritizing ease over impact, brands may end up with forgettable interactions. It is crucial to design for emotional resonance rather than just focusing on conversion rates and speed. Introducing intentional friction can lead to more meaningful and memorable experiences, enriching the brand’s connection with its audience.

By incorporating intentional pauses and payoffs in brand experiences, designers can bridge the gap between convenience and connection. Whether it’s a quick touchscreen coffee order or a slower, personalized cafe experience, both have their merits. Combining elements of friction with purposeful rewards can enhance the overall brand experience and create lasting impressions on customers.

To strike the right balance, brands must first establish a solid foundation and deliver on their core offerings. By identifying opportunities to infuse personality and care into everyday touchpoints, brands can enrich customer interactions and build stronger relationships. It’s about designing for emotional impact and creating memorable moments that resonate with customers.

In the creative process, embracing intentional friction, pause/payoff dynamics, and moments of waiting can lead to more delightful interactions with brands. By focusing on emotional resonance, memorability, and meaningful connections, brands can differentiate themselves in a crowded market. Incorporating intentional friction in brand experiences can add depth and texture, creating unique and engaging moments that leave a lasting impression on customers.

In a world where experiences often feel generic, it’s essential for brands to embrace friction and create opportunities for customers to feel something meaningful. By allowing for moments of pause and emotional connection, brands can stand out in a sea of sameness and make a lasting impact on their audience. It’s time to shift focus from efficiency to emotional engagement and let intentional friction evoke genuine feelings in customers.