How to Make the Case for Friction

Alex, for the audience or Brian, how do you make the case for friction? Make a case for friction. Well, let's try to separate that case from just design decisions or helping to build a narrative. I would start at a place where how do we want people to feel about the product when they're using it and about us longer term. And then look at what could be added into the flow to make that happen. But I try to remove the idea of friction out of the vocabulary because it just sounds bad.