Imagine a digital experience so smooth that it builds loyalty with every interaction. That’s the dream, right?
But here’s the reality: making things too easy can actually hurt your business.
When you optimize purely for speed and convenience, you might unintentionally strip away key elements of customer engagement, exploration, and, ultimately, profitability.
As Adam Candela said on an episode of The Frictionless Experience podcast:
In other words, it’s not just about eliminating steps—it’s about designing a journey that benefits both the customer and the business.
Let’s talk about Dunkin’s CarPlay integration, which was launched as a response to shifting consumer behaviors. It is one of those innovations that seemed like a no-brainer. Two taps and boom—your usual coffee order is placed.
Sounds great, right?
But here’s the kicker: by making it too easy, Dunkin’ inadvertently eliminated opportunities for customers to explore the menu or add extra items.
As Adam explained, “What you’ve removed, though, is the ability for them to see any other products that you might have... Are you driving people to spend less?”
The answer? Probably.
That extra second a customer takes to glance at the menu might be the difference between a $2 coffee order and a $6 breakfast combo. By over-optimizing for speed, they may have sacrificed potential revenue.
And Dunkin’ isn’t alone in this.
Retailers and e-commerce businesses alike have fallen into the trap of making checkouts too seamless—one-click purchases, auto-reorders, and streamlined experiences that minimize thought and interaction.
While reducing friction is often good, it can sometimes prevent customers from engaging with new products, upsells, or personalized offers that enhance their experience and increase their lifetime value.
This mentality is everywhere: if it’s digital, it should be fast, simple, and instant. But that’s not how great digital experiences work. Rushing a digital initiative just because it “should be easy” often backfires.
Adam put it perfectly: “A frictionless experience is quick, but it’s thorough and it’s profitable.”
Just because something is online doesn’t mean it should be done in haste. It takes careful planning, customer behavior insights, and rigorous testing to make digital experiences that are both smooth and effective.
Think about subscription services that auto-renew products. While convenient, they can easily lead to disengagement. A customer might continue receiving shipments out of habit rather than genuine interest, leading to cancellation the moment they realize they’re overstocked.
A better approach?
Subtle engagement moments—like a well-timed notification asking if they’d like to try a new variation of their usual order or delay the next shipment—keep customers involved in the decision-making process, fostering loyalty rather than complacency.
Sometimes, a little bit of friction is a good thing. It encourages discovery, increases spending, and ultimately strengthens the customer relationship. The right amount of friction creates a moment for upselling, personalization, or reinforcing brand loyalty.
As Adam pointed out:
Whether it’s a well-placed recommendation or a subtle delay that invites reconsideration, smart friction can be the difference between a one-time purchase and a loyal customer.
Consider the grocery store model. Staples like milk and eggs are strategically placed at the back, requiring shoppers to pass by countless other products before reaching their essentials. It’s an intentional form of friction that drives impulse buys and product discovery.
Digital businesses can apply the same principle by implementing strategically timed product recommendations, creating browsing opportunities before checkout, or crafting engaging onboarding experiences that highlight additional value.
By subtly guiding customers toward more options, businesses can encourage discovery while still maintaining a seamless experience.
If your approach to digital convenience is purely about speed, you’re leaving money on the table. The goal isn’t just to remove steps—it’s to create a thoughtful journey that serves both customer needs and business objectives.
So before you hit the gas on the next “frictionless” initiative, ask yourself:
Are you making it too easy? Are you leaving money on the table? And most importantly, are you building an experience that keeps customers coming back?
Because frictionless should never mean mindless.
Instead, it should be a strategic balance that optimizes not just for ease, but for profitability, engagement, and long-term customer loyalty.
Take a moment to evaluate your digital experiences, identifying friction points and quantifying its' impact on your business and the customer experience. So you can then resolve the friction that's costing you the most, and convert one-time buyers into lifelong brand advocates.