Technology
lower the friction
make an action easier
To lower the friction means to remove small difficulties that make an action harder to start or complete.
Hear it in real life
Why did you cut down the form?
We wanted to lower the friction for new customers.
We made the booking page simpler to lower the friction for people trying to make an appointment.
The mistake everyone makes
Not: We lowered the frictions for new customers.
Say: We lowered the friction for new customers.
In this expression, “friction” means difficulty in general and stays uncountable.
Build it
How it fits in a sentence.
lower the friction for customers; lower friction in the process
Your turn: say it out loud
We made the booking page simpler to lower the friction for people trying to make an appointment.
Say it out loud two or three times, until it feels like yours.
lower the friction
make an action easier
“We made the booking page simpler to lower the friction for people trying to make an appointment.”
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