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The most profitable clicks are the ones users don’t feel themselves make.
Remove friction from understanding. Add friction to irreversible decisions.
Why it matters: frictionless design can boost conversion in the moment, but it also manufactures regret, churn, and distrust later.
I used to have nights where I opened DoorDash to “just browse,” basically a raccoon with a phone.
One minute I’m “just browsing” and comparing a few options.
The next minute, I’m waking up from a coma with a $60 receipt, a battlefield of Mexican food, and the kind of regret that makes you ask, “what’s for dessert?”
The point is not “delivery apps are expensive.” Everyone knows that.
The point is that frictionless design can quietly turn a decision into a continuation.
In this issue, I’ll show you the simple “good friction” move that keeps conversion while protecting trust.
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Potion of the Week
DoorDash didn’t convince me. It just made “stopping” feel stupid.
Here’s the pattern, in plain ole English:
Commitment (aka “I already started, so I might as well finish”)
The second you start customizing, you’re not casually browsing anymore.
You’re investing. Time, attention, tiny decisions.
And your brain thinks: “Well… I already did all this work. Quitting now feels like wasting progress.”
That’s not conversion (yet). It’s momemtum building like a snowball down a will.
Defaults (aka “the decision disappeared”)
Saved address, saved payment, favorites sitting there like cute little landmines.
So the question goes from: “Should I spend money right now?”
And becomes: “Which option is fastest?”
That’s why “frictionless” is so dangerous. It turns consent into continuation.
Micro-wins (aka “saving money”)
“Spend $X more to save,” free delivery thresholds, DashPass upsells.
It’s a tiny dopamine hit that makes you feel smart… while you spend more.
So what’s the fix?
Don’t shoot up the place with “add friction everywhere.” That’s how you build a product nobody wants.
The fix is good friction.
A pause point right before the irreversible click (or tap).
The Good Friction Move (steal this)
Pick one irreversible decision in your product:
Money spent
Auto-charge
Publishing
Deleting data
Sending something you can’t unsend
Canceling something
Then add one pause point that does two things:
Makes the tradeoff obvious
Makes the escape hatch obvious
Examples (choose one):
Show the real total early (fees and all) and repeat it.
Add one blunt question before purchase: “Confirm purchase?”
Make “Cancel” and “Go back” look like real buttons, not links of shame.
Add a “Review” step that is actually a review (not a disguised upsell).
Remove friction from understanding.
Add friction to irreversible decisions.
If you want conversions without becoming an evil villain, this is how.
If you want the copy and templates to actually fix what you just audited, I made a one-page Good Friction Swipe File.
Steal it here 👇
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Corking Things Up
Make easy things easy. Make irreversible things intentional.
Say it with me!
Your next move: pick one flow this week (checkout, upgrade, cancel, or publish) and add one pause point right before the moment they can’t take it back.
Hit reply: What’s one moment that made you open your wallet without thinking? I read every one.
👋 I’ll see ya next week! — Dana
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