In user experience design, strategically implemented friction can be a powerful tool to reward and engage users. For example, in e-commerce, the process of earning loyalty points or unlocking exclusive discounts often involves additional steps that users need to take, such as entering a promo code. While this is extra work for users, it provides them with tangible rewards, making the shopping experience more gratifying.

Likewise, in branding, intentionally adding hurdles and restrictions can elevate the perceived value and exclusivity. For example, Tesla implements a referral and waitlist process for purchases, while Soho House (a popular social club) requires applicants to write an essay and obtain a referral. These steps create a sense of accomplishment and luxury and demonstrate that higher investment often correlates with perceived higher quality.^[1]