CREATING POSITIVE FRICTION IN THE USER JOURNEY

Summary from the TLDR Marketing newsletter

Positive friction is adding both value and effort to a user’s experience at the same time. It can contribute to user retention and engagement. For instance, Duolingo's experiments with streak screens and additional clicks resulted in both short-term and long-term retention gains. Other positive friction examples include fitness apps Rise and Loona using extensive onboarding flows to enhance personalization and increase their perceived product value.