Friction raises negative thoughts in most designer’s minds. When you ask designers about friction, most of them will tell you that friction damages a UX because it slows down interactions, reduces conversions, and impedes progress. Today frictionless design is the new business goal. Designers seem to be obsessed with the idea of going from A to B in the fastest, smoothest and most efficient way. A good example is the popular Amazon physical dash button, that allows users to order a refill of a specific product in just one click.