With little effort, the cognitive load is low, your brain can lean back. Your thought process is unconscious, automatic and effortless. Kahneman’s system 1 is active. No less than 95% of our thinking goes through this system. The least effort principle is reflected in a variety of things, from Sweden Phone Number  physics to digital applications. Friction (less) with user experience When you think of user experience (UX), you probably think of ease of use. Most UX assume as little friction as possible. Steve Krug explains in his book “Don’t Make Me Think” that users should be able to complete their tasks as easily and quickly as possible. So as frictionless as possible through the customer journey.

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You achieve this, for example, by displaying the information in a fixed format, applying standards and offering few options. Add friction But sometimes we just need friction in UX. When it comes to complex systems performing critical operations, the quick, easy, and standard way of doing Sweden Phone Number  things isn’t always the best way for users. Sometimes you want the user to understand an action well. Or confirm an action again. Whether an action is not performed automatically. For example, if a document is deleted or settings are changed, which determine how an application works throughout the organization. Then you don’t want the process to run as quickly and smoothly as possible.

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Then you want the process to slow down. That the user carefully evaluates his actions. You achieve this by adding friction, by increasing the cognitive load. For example, adding text and visuals or making the user need more clicks to complete the action. That way your brain is put to work. You Sweden Phone Number  switch from system 1 to system 2. The thinking process is well thought out, conscious and takes effort. The chance of errors is smaller. You can also apply the idea of ​​friction to your product or service. What if users have to put in more effort for your product or service, but get a lot in return? This can lead to a lot of engagement and increase the willingness to invest. Friction (less) in behavior change The motto is also when changing behavior: make the desired behavior as easy as possible.

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