Friction is a design tool, not a UX problem

A redesign of an ad experience for a platform with over 100 million monthly active users led to increased engagement and retention by introducing more frequent but shorter ads upfront, rather than interrupting users during their engagement with content. This approach challenged conventional UX principles by prioritizing perceived friction over actual friction, suggesting that the timing and context of ads significantly affect user annoyance levels. Although users were exposed to more ad time, the perception of the ads as less intrusive improved the overall experience, demonstrating that perceived inconvenience can be minimized by strategic ad placement. Convincing stakeholders, particularly the sales and AdOps teams, required aligning the new strategy with their revenue objectives, emphasizing long-term gains in user engagement and retention over immediate premium ad placement revenue. This case highlights the importance of questioning traditional UX practices and adapting strategies based on user perceptions and business goals to achieve innovation and success in digital experiences.