Within the realm of user experience (UX) design, the idea of reducing friction has been a long-standing mantra to the point of it becoming a cliché. Many still look at friction in an interface as a major problem that must be eliminated at every turn. And while, yes, we should strive to make our products easy to use, the truth is, friction does have its place and purpose — one that we should never disregard.

Thoughtfully applied friction helps manage the user’s pace, guiding them away from autopilot and encouraging intentional interactions. It provides crucial moments to verify information, confirm high-stakes decisions and explore alternative options. But how do we distinguish between helpful friction and frustrating obstacles?

To answer that, let’s explore one of the most compelling examples of strategic friction in digital commerce: Amazon’s journey from 1-Click Checkout to Buy It Now. This evolution not only illustrates the value of friction but also provides powerful lessons in UX design and business strategy.

Amazon’s 1-Click Checkout: A Lesson in Minimal Friction

In 1997, Amazon revolutionized e-commerce with its patented 1-Click Checkout, which allowed users to make purchases with a single click using pre-saved payment and shipping information. This ultra-low friction experience was designed for maximum convenience, drastically reducing the time between product discovery and purchase. It became a cornerstone of Amazon’s success, boosting impulse buying and increasing conversion rates.

According to a study highlighted by RetailWire, implementing one-click checkout led to a 28.5% increase in customer spending, largely due to the reduced friction that encouraged impulse purchases and more frequent transactions.

However, this frictionless flow wasn’t without drawbacks. Users frequently reported accidental purchases due to the lack of confirmation steps, resulting in a significant number of order cancellations and returns.

A Strategic Shift: From Frictionless to Thoughtful Friction

In 2017, the patent on 1-Click Checkout expired and Amazon soon transitioned to the Buy It Now option, introducing a subtle but significant layer of friction. Users are now prompted to review and confirm their payment method and shipping address before finalizing their purchase.

This shift wasn’t merely a reaction to the patent expiration but likely the result of a strategic realization: the original 1-Click experience, while revolutionary, was too frictionless. It encouraged impulsive buying, leading to increased order cancellations, frequent returns and customer dissatisfaction due to unintentional purchases.

According to Amazon’s customer service page, the Buy It Now option allows users to check whether the delivery and payment information are correct before placing the order, thus minimizing errors and improving customer satisfaction.

Business Strategy and the Role of Licensing Revenue

I hold a hypothesis that could explain this evolution: Amazon may have recognized the need for greater friction well before implementing it but chose to maintain the 1-Click experience due to its highly profitable licensing agreements.

During the patent’s 20-year lifespan, Amazon licensed the 1-Click technology to several companies, including Apple, generating significant revenue. The financial gains from licensing likely outweighed the costs associated with processing returns and cancellations caused by purchase errors.

This strategic decision demonstrates an important business consideration: sometimes the profitability of a patented experience can justify maintaining an imperfect UX. It was only after the expiration of the patent — and the end of lucrative licensing deals — that Amazon was free to improve the user experience without losing a competitive advantage.

Why is the ‘Buy It Now’ Experience Better?

The Buy It Now button represents a balanced approach to UX design, introducing friction where it’s needed most: at the point of no return. This additional step provides users with an opportunity to double-check critical details, reducing errors and enhancing customer satisfaction. Here’s why it works:

• Error Prevention: Confirming payment and shipping details reduces accidental purchases and subsequent cancellations.
• Enhanced User Control: Users feel more in control of their transactions, with a clear review process.
• Increased Trust and Satisfaction: Allowing users to verify order details before payment increases trust and reduces post-purchase regret.

This strategic use of friction strikes a balance between maintaining convenience and ensuring accuracy, ultimately enhancing customer satisfaction and minimizing order-related issues.

Balancing Act: Knowing When (and When Not) to Use Friction

The key to leveraging friction effectively lies in balance and context. Designers must carefully consider when friction adds value and when it hinders the experience. Here are some guiding principles:

• Purpose-Driven Friction: Only introduce friction when it serves a specific purpose, such as security, decision confirmation, or error prevention.
• Context Matters: Friction that’s acceptable in high-stakes scenarios (e.g., financial transactions) may be frustrating in low-stakes actions (e.g., scrolling through a gallery).
• Minimize Cognitive Load: While friction should prompt reflection, it shouldn’t overwhelm users. Keep interactions intuitive and clearly communicate why the friction is necessary.

Embracing Friction as a Design Tool

Amazon’s journey from 1-Click Checkout to Buy It Now demonstrates that while frictionless experiences can boost sales, they can also create pain points if users don’t have the opportunity to confirm their actions. By thoughtfully introducing friction, Amazon enhanced the user experience, reduced operational costs associated with returns and built greater trust with its customers.

As designers, we must challenge the assumption that friction is always bad and instead ask ourselves: Are we slowing the user down for a good reason?