Danish social-eating restaurants have found that embracing a bit of awkwardness can lead to positive experiences. By serving uncarved roast chicken, customers are prompted to ask, „Who carves? Who’s done it before?“ This moment of hesitation sparks conversations and forms bonds among strangers.
This approach may seem awkward, but it is effective in turning dinner from a transaction into a connection. While it may be easier to simply hand everything to the guest, these moments of delay, inconvenience, and friction enrich the experience by creating lasting memories and new relationships.
The lesson here applies to creatives as well. In a world focused on simplicity and seamlessness, it can be tempting to prioritize efficiency over everything else. However, this pursuit of seamlessness can lead to a forgettable brand experience devoid of humanity and imagination.
Instead of chasing ease, brands should design for impact by using friction as a gateway to more meaningful and memorable experiences. By incorporating intentional moments of pause and payoff, brands can create a more engaging and rewarding experience for their customers.
Ultimately, it’s important to strike a balance between efficiency and meaningful interactions. By starting with a clear purpose and nailing the functional experience, brands can then identify opportunities to infuse personality, surprise, and care into everyday touchpoints.
Designing for emotional resonance and memorability, rather than purely for efficiency, can help brands stand out in a crowded marketplace. In a world where experiences often feel interchangeable, adding elements of friction and emotion can create a brand experience that truly resonates with customers.