Not all friction frustrates. Some of the most effective journeys are the ones that slow people down just enough to feel, decide, or commit. In a world obsessed with speed, the real advantage lies in knowing where to pause argues writes MAD//Fest host and Future Platforms CEO, Livia Bernardini, in the final article of her three-part series.

We have spent decades removing friction from digital journeys. Faster, simpler, smoother. But here is the paradox. Not all friction frustrates. The right pause at the right moment can be the thing that builds trust, deepens engagement, or makes a choice feel meaningful. The art is knowing which friction to keep and which to remove.

Five frictions that work

Here are five kinds of friction that, when placed with care, strengthen commitment, spark joy, and create memorable experiences.

· Commitment friction: small steps that build buy-in, like “Add to favourites.”small steps that build buy-in, like “Add to favourites.”  Amazon Wish Lists let users make a micro-commitment before purchase, increasing the likelihood they will return and buy.

· Participation friction: reviews, customisation, or community votes. Think of LEGO Ideas platform that requires fans to submit and vote on new designs, creating real involvement and brand loyalty.

· Emotional friction: humour, empathy, or voice. Slack does a great job there as it delights users with playful loading messages, and Monzo Bank uses empathetic microcopy that makes even error messages feel human.

· Resolution friction: delaying gratification slightly to amplify satisfaction. Domino’s Pizza Tracker stretches out the wait with updates like “We are prepping your order,” building anticipation and reassurance before delivery (we can tell you a thing or two in more details at Future Platform too, given we have built it) 

These moments are not obstacles. They are signals of care, craft, and quality. They show users that their time, emotions, and decisions matter. When friction is placed with intention, it stops being an inconvenience and becomes part of the value.

The organisational challenge

Great friction design is not a UX decision. The minute you suggest slowing people down, someone will say: “Won’t that hurt conversion?”

Answering that takes data, conviction, and teams who understand human behaviour, not just digital funnels. It also takes courage to listen carefully, especially to what is not said, and to design beyond efficiency.

From UX to life lessons

These principles are not just about digital. They echo in how we live and work. Smoothness without pause can flatten meaning. Relentless speed can strip away trust.

UX teaches us that hesitation is not weakness. It is space for reflection, for commitment, for care. The same pause makes listening real, especially when what matters most is not said out loud.

Sometimes the smartest move is not to press harder on the accelerator but to ease off and let the moment breathe. In that pause, both people and products find room to matter.

My philosophical pondering 
The pause is not the problem. More often than not, it is the point. To pause is to listen. To listen is to care. From care to love the step is minimal. Namaste :)

Livia, CEO of Future Platforms, will be writing for MAD//Insight throughout the year.