"Digital friction" refers to the resistance or obstacles encountered when interacting with digital technologies or platforms. With more and more system users from the millennial and Z generations that were never exposed to the main frame and MS-DOS based programs, the friction levels can even be more in any workplace.
Digital friction can be experienced in several forms, with the most important ones listed below:
- Usability Issues: Complex interfaces, confusing navigation, or poorly designed user experiences that make it difficult for users to accomplish their goals efficiently.
- Slow Performance: Delays or lag in websites, apps, or systems that hinder quick interactions, frustrating users.
- Security Barriers: Excessive authentication steps (e.g., multi-factor authentication) that make accessing services or platforms more difficult, though necessary for security.
- Payment or Transaction Friction: Complicated or slow payment processes in e-commerce or digital services that deter customers from completing purchases.
- Privacy Concerns: Complex privacy settings, or confusing data consent forms that make users uncomfortable or uncertain about how their information is being handled.
- Technical Limitations: Issues such as poor connectivity, compatibility problems between devices, or outdated software that impede smooth digital interactions.
Software developers must always strive to reduce digital friction and improve the user experience. Below are a few tips on what developers can do:
- Focus on user-centered design
- Optimize load times and performance
- Simplify processes and minimize steps
- Conduct regular testing to fix bugs and improve usability
- Ensure and improve cross-platform compatibility
- Provide clear and transparent communication about privacy and data use
The end result of reducing digital friction is to increase user satisfaction, increase productivity / efficiencies and create strong customer / end user loyalty.