journal / Perspective / Opinion / 10 October 2026

Helpful friction

The shortest journey is not always the safest or most useful one.

01

Some pauses earn their place

A compatibility check can prevent a wrong replacement. A clear review of an important condition can prevent an expensive misunderstanding. Those pauses serve the customer when they make a consequential choice better. Friction is harmful when it adds effort without adding information or protection.

02

Distinguish review from obstruction

A useful pause explains what is being checked and why it matters. An obstruction simply interrupts. The distinction is especially important when a choice is hard to undo or carries a condition the customer may not expect. Avoiding a pause in those moments can transfer the burden to aftercare.

03

Match the weight of the decision

Not every transaction deserves the same confirmation sequence. A routine replenishment and a technical selection bring different risks. The design should be proportionate, preserving a quick path when it is supported and a careful path when the consequences justify it.

04

Read the burden honestly

A process can be convenient for the retailer while difficult for the customer. Repeatedly asking for information already supplied, making a correction route hard to find or hiding an important condition is not helpful friction. A useful review asks whether the pause reduces a real mistake, and who otherwise pays the cost.

Explore Mynd Retail