Friction: The Good, The Bad, and The Necessary

"Remove all friction!" is the battle cry of modern UX. Investors and growth hackers will tell you to make everything "One Click."

But be careful. If you remove all friction, you might create a slippery slope to churn. Not all friction is created equal.

1. Bad Friction (The Wall)

This is what we usually fight.

Examples: CAPTCHAs, email verification loops, slow loading times, non-responsive mobile UI, asking for a phone number.
Effect: Increases TTV. Decreases Conversion.
Verdict: Kill it with fire.

2. Good Friction (The Filter)

Sometimes, you want to slow users down to ensure quality.

Examples: "Enter your corporate email" (blocking @gmail), "Enter credit card to start trial."
Effect: Increases TTV. Increases Retention.
Why: It ensures only high-intent users get through. A user who puts in a credit card is 10x more likely to actually test the product than a tire-kicker.

3. Necessary Friction (The Education)

Complex products require learning.

Examples: A mandatory 3-step walkthrough on how to set up the API.
Effect: Increases TTV. Increases Success Rate.
Why: If you let them skip this, they will fail to set up the API, get frustrated, and churn. You are "front-loading" the pain to ensure long-term pleasure.

The IKEA Effect

There is a psychological principle called the IKEA Effect: We value things more when we have put effort into creating them. Allowing a user to "Customize their Workspace" is friction (it takes time), but it builds Ownership.

Balancing the Equation

Your goal is not TTV = 0. Your goal is TTV = Minimum Time Required for Maximum Success.