Friction Isn’t Always the Bad Guy in User Experience:
When you need to get a user out of the status quo, especially during acquisition.
When you need them to take an active decision, instead of a passive one – an irreversible choice.
When you’ve already made the process effortless, and you want to induce the complexity to stimulate their thinking instead of interfering with doing.
Ensure that the user explicitly gets the fact that it’s worth overcoming, and that the reward is much greater compared to the effort.
Customers find waiting more tolerable when they can see the work being done on their behalf—and they tend to value the service more