The New Couch Problem

🌈 Abstract

The article discusses the concept of "hidden friction" - obstacles and challenges that exist outside of a product or service, in the everyday lives and workflows of users, which can hinder adoption and growth. It provides several examples to illustrate this concept, including the "New Couch Problem" where users hesitate to purchase a new couch because they don't know how to dispose of their old one. The article emphasizes the importance of going beyond just optimizing the product itself and instead uncovering these subtle, psychological, and often unintuitive barriers that users face. It provides guidance on how to identify and address hidden friction through user research, data analysis, and a focus on the user's overall experience and context.

🙋 Q&A

[01] The "New Couch Problem"

1. What is the "New Couch Problem" and how does it illustrate the concept of hidden friction? The "New Couch Problem" refers to a case where an e-commerce site for custom-made furniture was seeing many customers add items to their cart but then abandon the purchase. The hidden friction was that customers didn't know what to do with their old couch when getting a new one, creating a logistical obstacle that prevented them from completing the purchase. This example highlights how obstacles outside of the product itself can hinder adoption.

2. How did the brand address this hidden friction? The brand added an ancillary service that offered to collect the customer's old couch when delivering the new one, and then handle the recycling. This removed the burden from the buyer and was a significant unlock in conversion rates.

[02] Other Examples of Hidden Friction

1. What was the hidden friction behind the initial slow adoption of Instant Pot? The hidden friction was that people were scared of pressure cookers, thinking they might explode. Instant Pot's marketing brilliance was to not mention "pressure" at all and instead brand the product as friendly and safe.

2. How did Pillsbury and General Mills address the hidden friction behind the plateauing sales of their boxed cake mixes in the 1950s? They discovered through focus groups that women felt guilty using the ultra-convenient cake mixes, as it took away their sense of ownership in the baking process. The solution was to simply tweak the recipe to require adding a fresh egg or two, which gave consumers more involvement.

3. What was the hidden friction that prevented women experiencing domestic abuse from seeking help at a shelter, and how did the shelter address it? The hidden friction was that the shelter had a "no pets allowed" sign, and many women would not leave their abusive situations because they could not bear to leave their pets behind. The shelter created a facility on the same grounds where women could safely shelter their pets, removing this significant barrier.

4. What is the "Fear of Fucking Up" (FOFU) and how does it illustrate a hidden friction in the B2B software buying process? FOFU refers to the fear that buyers have of making mistakes, looking incompetent, or disrupting existing workflows when adopting new software. This psychological barrier is a powerful deterrent, even when the product's benefits are clear. To overcome this, vendors need to focus on instilling confidence in the buyer that they are making a great decision.

[03] Identifying and Addressing Hidden Friction

1. What are some techniques suggested in the article for identifying hidden friction during the discovery phase? The article recommends asking probing "why" questions to understand the root causes and contextual factors behind the problems users are facing. This can reveal the bigger picture in the user's life and uncover subtle, psychological barriers.

2. How can existing data and user behavior be used to identify hidden friction after a product has launched? The article suggests using session recording tools, event tracking, and analyzing competitor reviews to identify points of hesitation or confusion that may signal hidden friction. These can then be further explored through user interviews.

3. What are some principles the article suggests for designing to address hidden friction? The article emphasizes the importance of considering how users should feel when using a feature, and aligning the language and design to that emotional state and their goals. It's about addressing the human, psychological aspects rather than just optimizing the product itself.