The Hidden Barrier to Getting Things Done: Understanding 'Friction'

We've all been there. Laptop open, ready to finally do to that 'important task' you've been putting off and you've forgotten your password or the website needs a work email not your Gmail or [enter any number of annoying website requirements]. ??

This isn't just a case of fleeting frustration; it’s a classic example of friction in action.

In behavioural science, 'friction' refers to those small but annoying obstacles that make tasks more difficult than they need to be. These aren’t massive hurdles; they’re minor inconveniences that slowly chip away at your willingness to continue.

Yet, as subtle as they are, their impact can be surprisingly powerful. According to the authors of EAST: Four Simple Ways to Apply Behavioural Insights , (EAST stands for Easy, Attractive, Social and Timely), even these tiny friction points can be the difference between getting something done or abandoning it altogether.

Think about the last time you were faced with a clunky online form or an overly complex set of instructions. It wasn’t that the task itself was insurmountable; it was that the unnecessary friction made it not worth the effort.

Now, consider how friction plays out in your workplace or within the services you provide. Because it’s not just about tech glitches. Friction, as minor as it might seem, can sneak into any aspect of our work, and can have major consequences.

For instance, a study by the Behavioural Insights Team showed that simplifying the voter registration process by reducing friction significantly boosted the number of people who registered. Similarly, businesses that make customer interactions smoother and more intuitive often see higher levels of engagement and satisfaction.

So, how can we reduce friction in our own work?

Identify the friction points

Start by examining where people get stuck. Is it during sign-up, follow-up, or somewhere in between? Pinpointing where friction occurs is the first step towards eliminating it.

Simplify and streamline

Once you’ve identified friction points, look for ways to smooth them out. Can you make the process simpler? Are there steps that can be automated?

Even small tweaks like clearer instructions or better-timed meetings can make a big difference.

Test and iterate

After making changes, see if they’re having the desired effect. Be prepared to tweak things further if necessary. The aim is to create a frictionless experience that encourages action rather than deters it.

Final Thoughts

In a world where time is at a premium and attention is fragmented, reducing friction isn’t just about making things easier – it’s about removing barriers that stop people from engaging.

If you want to read more about this topic, the classic text is Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard Thaler and Cass Sunstein . It explores how small environmental changes can significantly influence behaviour, and also a newer text, Sludge by the prolific Cass Sunstein.