Friction Isn’t the Enemy: Why Healthcare Requires Thoughtful Design

This past weekend, I came across an eye-opening article in The Wall Street Journal about Done Global, a telehealth company that provides ADHD treatment. The article detailed how the company prioritized convenience and speed, prescribing medications like Adderall with minimal evaluation. What struck me most was how this frictionless approach led to compromised patient safety. It got me thinking: In healthcare, friction isn’t always the enemy. In fact, some amount of friction—whether it’s an extra step in verifying patient information or a thoughtful pause before prescribing—can be critical to protecting patients.

Why Intentional Friction Matters in Healthcare

In the age of digital transformation, the goal of frictionless experiences dominates industries like retail and finance, where convenience is king. But healthcare is different. While convenience is important, friction at key moments can protect patients and ensure better outcomes.

1. Patient Safety and the Role of Friction

Healthcare deals with sensitive, complex issues. Friction in the form of checkpoints—such as verifying patient identity or double-checking prescriptions—can prevent costly errors. Pausing to confirm details isn’t just an inconvenience; it’s a safeguard.

2. Friction Improves Outcomes

Intentional friction can also lead to better care by encouraging deeper patient engagement. Asking patients to fill out detailed health questionnaires or reflect on post-care instructions ensures that treatments are personalized and effective.

3. Informed Consent as Necessary Friction

Informed consent is a prime example of necessary friction in healthcare. If the process is too simple, patients may not fully grasp what they’re agreeing to. Friction ensures they understand the risks and benefits, fostering trust and ethical treatment.

4. Designing with Thoughtful Friction

It’s not about adding barriers but designing friction where it matters most. For example, Done Global’s rush to convenience led to their downfall. By cutting corners, they exposed patients to risk, showing that friction should be seen as a feature, not a bug.

Noom is a great example where they introduce some friction by asking users to journal daily about their eating habits and complete psychology-based lessons on behavior change. This active engagement in learning and self-reflection slows down the user’s immediate experience but leads to greater awareness of their food choices and triggers. This friction is necessary for creating long-term, sustainable weight-loss strategies.

While digital experiences across industries aim to reduce friction, healthcare requires a different mindset. Friction, when thoughtfully introduced, protects patients and ensures better outcomes.