What if removing friction is ruining your customer experience?

Everyone in CX wants to make things effortless. Fast. Smooth. Seamless. But in this Reflections episode, Jochem explores a provocative idea from his conversation with Sam Stern (Service Design Lead at LinkedIn): not all friction is bad - some friction creates memory, meaning, and better decisions.

We unpack the difference between good friction and bad friction, with real examples from LinkedIn, Enterprise Rent-A-Car, IKEA, nightclubs, and Todd Unger’s work at the AMA. The goal isn’t to eliminate all effort - it’s to design effort where it matters most.

In this video:

Why some friction helps customers think clearly and choose better
How friction creates emotional contrast and memorable moments
When organizational drag ruins customer experience
The 4 types of customer journeys and how friction plays a role
How to tell if your friction serves the customer - or your org

Follow Jochem on LinkedIn: @jochemvanderveer

Learn more about Journey Management with TheyDo:https://www.theydo.com

#CustomerExperience #FrictionDesign #JourneyManagement #CXStrategy #ExperienceDesign #ServiceDesign #DecisionMaking #EmotionalDesign #OrganizationalDrag #MemoryDesign #CustomerCentricity #BehavioralDesign #ExperienceArchitecture #SamStern #TheyDo

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