04.02.26 / Jordan Took
Intentional Inconveniences
Friction Maxxing: Intentional inconveniences creating meaningful moments.
I read an interesting article the other day about ‘Friction Maxxing’ which if you’ve not heard, is the hot new trend for 2026. An article in the Sunday Times Style magazine (where else?) alerted me to the concept.
At its core, Friction Maxxing is about intentionally adding small obstacles, resistance, or effort into daily life which in turn helps improve our focus and gain satisfaction, giving purpose and meaning as opposed to just taking the easy route – which of course, is what we all strive for!
And it got me thinking…
In recent years, friction has been designed out of our daily lives - streamlining every task that took time and effort so that we could complete things with our eyes closed: online orders, Uber journeys, food shops, and even social interactions have been reduced to a series of taps and swipes. The human element has gradually been removed. In some instances, I am thankful: the Inpost lockers don’t judge when I pick up my third parcel of the week, but in reality it’s those interactions that hold us accountable.
While convenience has undoubtedly improved efficiency, it has also reduced opportunities for spontaneity, patience, and meaningful connection. Friction, in many ways, forces us to engage more deeply, and to experience moments that can’t be replicated through algorithms or automation. By removing friction entirely, we risk losing those interactions that knit communities together.
I recently signed up for a free Beer offer, and when it came to cancelling – shock, horror, I had to cancel over the phone! This felt like a massive inconvenience at the time, but in the end it became a memorable connection. This was a great marketing ploy on their part, but it also forced me to slow down and consider my choices. Of course, in the end I cancelled, but they almost had me!
This year, we’re making a real effort to get out and about and meet people in person. From the aftermath of Covid, when our meetings became zoom calls to limit human interaction, we lost this sense of connection and community that comes from being physically present with others. While technology helped us stay connected during these times, it can’t fully replace the value of face-to-face conversations, shared experiences, and the relationships that grow more naturally when people meet in person.
The friction here is travel, expense, and time, but it is almost always outweighed by the warmth of genuine hospitality, spontaneous conversation, and shared moments like appreciating a good cuppa (Yorkshire only, thanks). Sometimes the conversation strays off topic, and that’s where it gets interesting! Sometimes you get interrupted, you meet a colleague and further connections are made. There is something grounding about being welcomed into someone's space, reading body language, exchanging small talk before the main conversation begins – it all feels more organic.
Good design takes time.
This approach carries offline into physical experiences, where material friction – tactile finishes, textured papers, creative unboxing, and analogue production like screenprinting – makes people slow down and rediscover the value of tangible design. Creating a whole sensory experience which would be lost in a frictionless world. I can’t be the only one to hoard beautiful packaging, giving it life beyond its intended purpose?
“There is just something about holding an object in your hands that is different. A piece of print tells a story, it’s a talking point, it says something about the owner as well as whoever made it in the first place – the author, the designer.”
Daniel Ibbotson
And like so many creative projects fallen by the wayside of Covid, our creative journal, Forward, slipped into a similar unplanned hiatus. Our last Forward launch was unbelievably back in February 2020, where we hosted a night of shared inspiration, connection and, most importantly, merrymaking. As a (very) occasional journal of creativity, it was never designed to keep up with the Kardashians, so to speak. It exists to slow things down – to give designers, artists, musicians and the like, room to reflect, experiment and speak in their own time.
This year we hope to resurrect Forward, hosting a launch night in its honour (watch this space!) inviting friends of the studio, contributors and clients to reflect on this changed creative landscape – one where attention is precious, where making things thoughtfully matters again, and where friction is no longer something to be designed out, but designed with.
By intentionally reintroducing friction into our lives – choosing in-person meetings over virtual ones, visiting local shops to physically appreciate the items we buy, or simply allowing time for a chat – we rediscover the richness that comes from being fully present.
Friction isn’t always a barrier; sometimes, it is the very thing that makes moments memorable.
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