The 3-Click Myth: Why Friction Can Be Valuable

The conventional wisdom in UX design is to minimize friction at all costs. But what if friction, when applied strategically, actually enhances the user experience for premium brands?

Consider luxury retail: the velvet rope, the appointment-only showroom, the multi-step consultation process. These aren't bugs—they're features. They signal exclusivity and create anticipation.

In digital design, strategic friction can take many forms: a thoughtful onboarding questionnaire, a discovery call before pricing is revealed, or simply taking time to tell your story before asking for the sale. These pauses create investment. They filter for serious prospects. And they set expectations for the high-touch service that follows.

The key is intentionality. Every moment of friction should serve a purpose and add value to the relationship.