friction-traction
![Brian Piercy](data:image/svg+xml;utf8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24" fill="%230A66C2"><path d="M20.447 20.452H16.89v-5.569c0-1.328-.027-3.037-1.852-3.037-1.853 0-2.136 1.445-2.136 2.939v5.667H9.351V9h3.414v1.561h.046c.477-.9 1.637-1.85 3.37-1.85 3.601 0 4.267 2.37 4.267 5.455v6.286zM5.337 7.433a1.982 1.982 0 1 1 0-3.964 1.982 1.982 0 0 1 0 3.964zm1.782 13.019H3.555V9h3.564v11.452zM22.225 0H1.771C.792 0 0 .774 0 1.729v20.542C0 23.227.792 24 1.771 24h20.451C23.2 24 24 23.227 24 22.271V1.729C24 .774 23.2 0 22.222 0h.003z"/></svg>)
Most teams worry about small changes to UI when users stop using the product. But research shows that the real problem is psychological friction. This is when your brain has hidden mental interruptions that make you think, "Maybe later." This article looks at the four types of friction that can stop people from buying your products, and why 91% of people leave websites when there are problems with these things happening at the same time. Spoiler: You're not designing for screens. You're designing for the human mind.
Plus! Market-Making; Poaching and Equity Currency; China's Covid Economy; The Cost of AI; Friendshoring; Diff Jobs
We work with our NFX Guild on this mental model for greatness from day 1. Now, we are sharing it with the rest of the startup community.
Amazon director Kintan Brahmbhatt, who's helped develop and refine the product strategy behind the Alexa and Amazon Music, explains the ways in which friction can live in your product, throwing roadblocks in a user's path to becoming a customer. He explains how to uncover counterintuitive insights that can pinpoint friction points, and spells out the three-step process for eliminating them.
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The Internet has removed friction: that means a whole new set of possibilities; it doesn’t mean they are all good.