I’ve come across many people discussing the idea of “friction” when it comes to technology. I’ll start recording excerpts from such ideas here:


Users don’t want features. They want outcomes.

Let’s take a familiar tool, remove the distractions, and hardwire the magic.

People justify value after they taste it. If your tool needs a landing page, a product tour, and three docs before I feel the magic you’ve lost me. Don’t make them search for value. Let them feel it, before they commit.

a mental checklist I’ve been using to make sense of this:

  • Principle: Zero Config
    • Question: Can I use the value immediately?
  • Principle: Integrated UX
    • Question: Does the feature feel native, not bolted on?
  • Principle: Always On
    • Question: Is it persistent across updates?
  • Principle: Default On
    • Question: Do I need to opt out instead of in?
  • Principle: No Maintenance
    • Question: Does it “just work” without upkeep?