Ever noticed how assembling an IKEA bookshelf feels oddly satisfying? Or how that Subway wrap somehow feels like it’s made just for you? Or why cake mixes don’t just ask for water, but eggs and oil?
The answer lies in a clever marketing strategy called creating friction. It’s the art of adding just enough resistance to make a user’s progress feel more meaningful. At first glance, adding friction to a product might seem counterproductive, especially when we’re often aiming for a smooth, seamless user experience. However, in many cases, a bit of friction can actually enhance the experience and contribute to better design. Researchers at UCL define positive friction as friction that “can disrupt mindless automatic interactions, prompting moments of reflection and more mindful interaction.”
Here are 5 examples as to how creating friction is helping brands grow:
5 Star
Cadbury’s 5 Star Chocolate has effectively created friction in its marketing strategy through its innovative “Eat 5 Star, Do Nothing” campaign. This approach not only captures consumer attention but also redefines the experience of indulgence in a crowded market. The campaign emphasizes simplicity and relaxation, encouraging consumers to enjoy the chocolate without the need for elaborate activities. By promoting the idea that indulging in a 5 Star Chocolate is a moment of pure pleasure, it creates a frictionless experience where consumers feel invited to take a break from their busy lives.
Surf Excel
Surf Excel is creating friction in a positive way through its “Pour Rub Pour” campaign. The “Pour Rub Pour” method involves pouring the liquid detergent directly onto the stain, rubbing it in, and then allowing the excess to be washed away in the machine. This straightforward approach reduces the complexity often associated with laundry, making it easier for consumers to adopt this habit consistently. By simplifying the cleaning process, Surf Excel lowers the barriers to using their product effectively, encouraging more frequent use.
Kinder Joy
Kinder Joy’s product design, which combines a chocolate egg with a toy, creates an element of surprise and excitement. The act of opening the egg to discover the toy inside adds a layer of anticipation, encouraging children to engage with the product more deeply.
IKEA
IKEA strategically incorporates friction into its customer experience to create memorable and rewarding interactions that foster loyalty. From the effort of assembling flat-pack furniture to navigating its maze-like store layout, these intentional challenges engage customers in a meaningful way. The “IKEA Effect” highlights how the labor invested in building furniture increases emotional attachment and perceived value. Additionally, IKEA’s immersive showrooms inspire creativity, while the extended shopping journey encourages deeper engagement with the brand. By turning inconvenience into “good pain,” IKEA differentiates itself in a competitive market, ensuring customers not only remember their experience but also feel a sense of accomplishment and connection to the brand.
Subway
Subway is creating friction in a positive manner through the introduction of its wrap sandwiches, which enhance customer engagement and personalization. By offering wraps, Subway encourages customers to navigate a new menu option that requires them to think about their choices and preferences, thereby increasing the decision-making process involved in their meal selection. This friction not only promotes a more interactive dining experience but also aligns with consumer trends toward healthier and customizable options. Additionally, the preparation of wraps in front of customers allows for transparency and control over ingredients, further enhancing the sense of ownership and satisfaction. This strategic move aims to revitalize Subway’s brand by making the dining experience more engaging and tailored to individual tastes, ultimately fostering customer loyalty in a competitive market.
Apart from the brands mentioned above, like Oreo, KitKat, and Tic Tac, there are other examples where friction plays a key role in marketing. Handmade artisan soaps and premium chocolates, for instance, are designed with friction in mind—whether it’s the effort involved in crafting the product or the deliberate packaging that enhances the sense of luxury. The concept of using friction as a marketing strategy is everywhere, subtly shaping the way we engage with products and elevating the overall experience.
Here’s a brief guide on how to create product friction for your product or startup.
- Introduce Deliberate Actions: Add extra steps (like confirmations or personalization) to encourage users to engage thoughtfully and increase commitment.
- Limit Easy Access: Make premium features or rewards available only after a wait or action, creating a sense of exclusivity and accomplishment.
- Encourage Habit Formation: Design experiences (like manual tracking or goal setting) that require user effort, making positive behaviors more habitual.
- Use Visual and Structural Friction: Create slight barriers, like requiring feedback for cancellations, to prompt reflection and reduce impulsive decisions.
- Gamify the Experience: Introduce rewards, levels, or challenges to make users work for their achievements, enhancing engagement and retention.
- Make Positive Habits Easier, Negative Habits Harder: Adjust friction to guide users toward positive behaviors (like eco-friendly choices) while discouraging negative ones.
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