Which option is NOT a friction-reducing capability listed under 'Drive action' to remove friction from the shopping experience?

Which option is NOT a friction-reducing capability listed under 'Drive action' to remove friction from the shopping experience?

• A. Offer an easy checkout process
• B. Save cart items for purchase at a later time
• C. Enable quick mobile site speed
• D. Use a multi-step checkout with many fields

Answer: (D)

Reducing friction means removing obstacles that slow or complicate the path to purchase. Driving action focuses on making it easier for users to act—faster, simpler, with less effort. An easy checkout process cuts down steps and cognitive load, so users can complete a purchase quickly. Saving cart items for later provides flexibility and reduces the need to start over if a user isn’t ready yet, which lowers friction. Enabling quick mobile site speed eliminates waiting times and performance delays that discourage action. A multi-step checkout with many fields, however, adds more steps and more information to fill out, increasing effort and the chance of abandoning the process. That makes it friction-inducing rather than friction-reducing, so it’s not a fit for driving action.

Reducing friction means removing obstacles that slow or complicate the path to purchase. Driving action focuses on making it easier for users to act—faster, simpler, with less effort.

An easy checkout process cuts down steps and cognitive load, so users can complete a purchase quickly. Saving cart items for later provides flexibility and reduces the need to start over if a user isn’t ready yet, which lowers friction. Enabling quick mobile site speed eliminates waiting times and performance delays that discourage action.

A multi-step checkout with many fields, however, adds more steps and more information to fill out, increasing effort and the chance of abandoning the process. That makes it friction-inducing rather than friction-reducing, so it’s not a fit for driving action.