# When does positive friction improve retention or conversion? Author: Ali Abouelatta Source date: 2024-01-29 Tags: positive friction, onboarding, retention, conversion HTML: https://design.lazyweb.com/blog/positive-friction Markdown: https://design.lazyweb.com/blog/positive-friction.md Short answer: Positive friction works when the added effort also increases perceived value, motivation, or commitment. Ali's examples include Duolingo streak goals, long wellness onboarding flows, and purchase flows that add explicit choice instead of hiding the decision. > Positive friction works when the added effort also increases perceived value, motivation, or commitment. ## Visuals ### Visual: Duolingo streak goal flow used as a positive friction example. Image URL: https://design.lazyweb.com/research-assets/positive-friction/01-duolingo-goal-control.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/b3592de2-68ed-4634-ac69-7dd2586956ce_1012x831.png Image description: A Duolingo streak-goal example shows a low-cost choice added after a lesson to create commitment. ### Visual: Duolingo higher-friction streak goal selection variant. Image URL: https://design.lazyweb.com/research-assets/positive-friction/02-duolingo-goal-variant.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/205cef15-246b-43b1-986f-00125845af42_1012x831.png Image description: A higher-friction Duolingo version removes the default state so users must actively choose a goal. ### Visual: Rise onboarding flow used as a long positive-friction onboarding example. Image URL: https://design.lazyweb.com/research-assets/positive-friction/03-rise-onboarding.gif Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/e2abac0a-e9ea-414d-a9d0-1f4d11c109d4_1200x985.gif Image description: Rise uses a long onboarding sequence to make the product feel personalized and diagnostic rather than generic. ### Visual: Loona onboarding flow used as a positive-friction wellness example. Image URL: https://design.lazyweb.com/research-assets/positive-friction/04-loona-onboarding.gif Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/95a994ed-59f3-4d35-8f4b-ee51d6831587_1200x985.gif Image description: Loona uses a multi-step onboarding sequence to increase perceived personalization before the user reaches the product. ### Visual: Flighty checkout before adding more explicit purchase choice. Image URL: https://design.lazyweb.com/research-assets/positive-friction/05-flighty-checkout-old.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/aa927de3-bed4-4c2d-b902-746e4c68d725_1012x831.png Image description: Flighty's earlier purchase flow is simpler and more direct, with less explicit decision support. ### Visual: Flighty checkout after adding more explicit purchase choice. Image URL: https://design.lazyweb.com/research-assets/positive-friction/06-flighty-checkout-new.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/b24bba3d-a56a-4634-941f-01cdd310f486_1012x831.png Image description: Flighty's later purchase flow adds more visible plan choice, making the decision more deliberate. ### Visual: Subscription purchase flow showing additional choice and explanation. Image URL: https://design.lazyweb.com/research-assets/positive-friction/07-purchase-friction-example.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/09ff951e-f9fe-4401-bf32-e27078329e84_1012x831.png Image description: A purchase-flow example adds more comparison and explanation, increasing effort while reducing uncertainty. ### Visual: Subscription purchase flow using more explicit plan selection. Image URL: https://design.lazyweb.com/research-assets/positive-friction/08-purchase-choice-example.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/a7cba69d-b6a7-4eae-b798-4d77a513dafa_1012x831.png Image description: The purchase UI makes plan selection more explicit, showing how friction can help when it clarifies the decision. ### Primary visual: Positive friction summary visual from First 1000. Image URL: https://design.lazyweb.com/research-assets/positive-friction/09-positive-friction-summary.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/b6d0798a-45db-4df8-b557-9cfb25b1367f_1106x831.png Image description: A summary visual frames positive friction as effort that also creates value, motivation, or confidence. ## Evidence The issue combines retention, onboarding, and purchase-flow examples to show that more effort can work when it makes the user feel more invested. ## What changed - Duolingo added goal-setting friction at a retention moment. - Wellness apps ask many onboarding questions to make personalization feel valuable. - Purchase flows can add plan choice when the choice itself builds confidence. ## Why it matters - Removing friction is easier than adding it, so added friction needs a clear user-side payoff. - The useful test is whether the effort makes the user more committed, informed, or confident. ## Sources - [1] Lazyweb Research: Positive Friction. Defines positive friction as adding value and effort at the same time; cites Rise as 43 onboarding steps and Loona as 19 screens. [Source](https://read.first1000.co/p/positive-friction) ## Methodology Product-experiment write-up by Ali Abouelatta, dated on January 29, 2024. Source links are listed below. - [First 1000 issue](https://read.first1000.co/p/positive-friction) ## Related research - [How did Duolingo use streak goals to improve retention?](https://design.lazyweb.com/blog/duolingo-streak-goals-retention) - [Which Duolingo retention experiments made habit loops stronger?](https://design.lazyweb.com/blog/duolingo-retention-experiments) - [Why do registration paywalls look simpler than in-app paywalls?](https://design.lazyweb.com/blog/registration-paywalls)