Biases › Principle
Principle
Friction (principle)
Every extra step loses people; remove steps to help, add them to protect.
Not a bias: small hassles strongly change behaviour. Make the desired action easy.
Behavioural Insights Team (2014), EAST: four simple ways to apply behavioural insights.
What is Friction?
Friction is a behavioural design principle (principle family): not a bias: small hassles strongly change behaviour. Make the desired action easy. The 'Easy' in the Behavioural Insights Team's EAST framework: removing steps and effort is often the strongest lever. Nudgeswipe rates the evidence as strong. Source: Behavioural Insights Team (2014), EAST: four simple ways to apply behavioural insights.
The research
The 'Easy' in the Behavioural Insights Team's EAST framework: removing steps and effort is often the strongest lever.
● Strong evidence
Source: www.bi.team/publications/east-four-simple-ways-to-apply-behavioural-insights/
Key takeaways
- Honest nudge
Remove steps from the action you want.
Example: Netflix documents a three-step cancel and "That's it!" → - Dark-pattern line
Adding friction to cancelling: deceptive.design 'hard to cancel'. deceptive.design →
Use it
Apply this with your agent
The prompt carries this bias, its evidence rating and the honest-vs-dark line.
ChatGPT, Claude, Grok and Cursor open with the prompt filled in (it is also copied, in case the prefill doesn't load). Gemini and Codex don't support prefilled links, so the prompt is copied and the app opens; paste it in.
Frequently asked questions
What is Friction?
Friction is a behavioural design principle: not a bias: small hassles strongly change behaviour. Make the desired action easy.
How does Friction work?
The 'Easy' in the Behavioural Insights Team's EAST framework: removing steps and effort is often the strongest lever.
How strong is the evidence for Friction?
Nudgeswipe rates it strong evidence. Original source: Behavioural Insights Team (2014), EAST: four simple ways to apply behavioural insights.
How can you use Friction honestly?
Remove steps from the action you want.
When does Friction become a dark pattern?
Adding friction to cancelling: deceptive.design 'hard to cancel'.
Which brands use Friction?
Nudgeswipe has 12 teardowns of brands using it, including Trainline, Netflix, Klaviyo, Duolingo, Uber. Whether it lifted their results is not public unless a teardown cites it.
In the wild
12 real examples
Trainline replaces a list of Railcards with three questions
Trainline · Onboarding
Netflix documents a three-step cancel and "That's it!"
Netflix · Help / support (policy)
Klaviyo leads with 'Start with a free plan' and lists the caps
Klaviyo · Pricing page · $ as captured
Duolingo puts one giant "Get started" in front of everything
Duolingo · Homepage
Uber lets you "See prices" before you sign up
Uber · Homepage
Netflix leads with "Starts at US$8.99" and asks only for an email
Netflix · Homepage / sign-up · $ as captured
Calendly explains who needs a paid seat, and who doesn't
Calendly · Pricing page · $ as captured
BT states each future price rise in pounds next to the deal
BT · Broadband deals page · £ as captured
Hi Friend, You left something in your cart
DIFF gives the abandoned cart two one-click routes back to checkout
DIFF Eyewear · Email
You left something in your cart.
The North Face keeps its abandoned-cart email to one job
The North Face · Email
[Name], take 2 minutes to save our wildlife 🦡
RSPCA asks for 2 minutes, then offers a bigger ask
RSPCA · Email
Your Calm free trial is canceled
Calm ends a cancelled trial without guilt or a hard sell
Calm · Email
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