Make It Easy

If UX were a religion, then Don’t Make Me Think by Steve Krug would certainly be part of the canon. The book’s main point is that an average person should be able to use a digital product without difficulty or frustration. By this point in the course, hopefully that sounds obvious. But what is it that makes a product difficult to use? In a word, friction.

In UX, friction refers to anything that slows the user down or adds unnecessary difficulty to the interface. So by eliminating friction, we can aid usability and ease of use. Friction is sneaky—it creeps into digital products in ways you’re likely to miss. So let’s explore some common causes of and solutions to friction in user interfaces.

Clutter

An interface that is cluttered—with either copy or visual elements—creates friction by stalling the user in making a decision. Take a minimalist approach and avoid adding unnecessary elements to the screen. Aim to have the screen contain only what’s necessary to help the user complete the task at hand.

Disorder

Figuring out what’s necessary and what isn’t is only half the battle. If that information isn’t presented to the user in the right order, this too can cause friction. If content is presented without the right context, it’s less likely to be understood, making it harder for the user to complete a task. So prioritize your content and features, and reveal them gradually so as to not overwhelm the user.

One way to do this is with chunking, where we break larger, more complex portions of content into smaller, more manageable “chunks.” A good place to do this would be on a long form. Instead of 30 questions on one screen, break them up into chunks and present them in a way that’s easier to process. 

Lost in the Dark

Once a user does finally complete a task, don’t leave them in the dark. Let them know what just happened and give them feedback on actions. A lack of feedback may leave the user guessing as to whether they completed an action successfully, preventing them from continuing to the next task or action.

Surprises

Today’s users come with some built-in expectations about how an interface should work—whether they realize it or not. If the interface goes against those expectations, you’ll be creating unnecessary friction. So use familiar and recognizable patterns in the interface. 

For example, users are used to seeing a search bar at the top of the page, and usually on the right side. Plus, they’re also accustomed to seeing placeholder text in the search bar that may even explain how the search feature works. Finally, that placeholder text is usually gray instead of black. Meeting these expectations reduces friction while breaking them creates it.

More than that, people like knowing what to expect. Users will enjoy using your product more if they know where things are and feel comfortable with the interface.

Friction can pop up almost anywhere in the UI, but be sure to pay extra attention to business-sensitive places. It’s especially dangerous in critical moments, like a checkout page, for instance. Be extra careful to avoid it in situations where drop-off will hurt the business.

Many of the principles laid out in this and the previous module will naturally reduce friction. It’s no surprise that practices that ease cognitive load also reduce friction. So by adhering to the principles of the previous unit, you’ll naturally reduce friction in your products.  But there’s more to friction in UX than this. In fact, there are times when it can be beneficial to the user. Sound counterintuitive? It’s actually a crucial part of good UX writing and design.