Episode Overview
When everything is one-click easy, do we lose something meaningful? Guest host Dr. Morgan Ward joins Dr. Ryan Hamilton to explore how the right amount of friction in the consumption experience can boost connection, meaning, and long-term use of the product—while the wrong kind just gets in the way.
Quote of the Episode
"Consumption, in some ways, has just gotten too easy." — Dr. Morgan Ward
🔑 Key Takeaways
- Easier isn't always better. Ultra-frictionless buying can strip away the identity, discovery, and accomplishment that make buying feel meaningful.
- Effort signals value. From "chicken-juice coupons" to the IKEA effect, a little work can increase attachment and repeat use.
- Design friction by segment. Introverts may love self-checkout; extroverts crave chatty lanes—know which experience your customers wants
- Guide them but don't overwhelm. Keep choice in the journey (it's part of self-expression) but make it manageable and well-scaffolded.
- Use friction where it adds meaning. Experiential or identity-laden consumption experiences benefit from challenge and discovery; utilitarian tasks should stay smooth.
- Let search be satisfying. Curated discovery, small hurdles, or "surprise" moments can deliver the joy of the hunt without wasting time.
📚 Resources Mentioned / Referenced
· Research example on difficult vs. easy coupons and subsequent purchase
· The classic Better Crocker Effect based on the pancake-mix story (adding an egg restored pride and perceived contribution)
· Discovery mechanics (blind-box/surprise products) and guided choice in retail
· When should there be friction in the consumption experience and when should there not be?