System 1, System 2, and Why Good Design Isn’t Always Fast. Also, where design thinking fits in.

Someone commented that “This is not true. She doesn’t know design thinking” because I said sometimes you want to increase friction.

Daniel Kahneman’s model of System 1 and System 2 thinking explains why some designs feel effortless while others make people pause. Both reactions matter.

System 1 is fast, emotional, and intuitive. It’s what we use when we grab a product we always buy or react to a tone.

System 2 is slow, logical, and deliberate. It double-checks details and asks, “Are we sure about this?”

About 95 percent of decisions happen in System 1. System 2 only steps in when something feels risky or unfamiliar.

Design thinking builds on that. It’s about how people actually behave, not how they say they behave.

Early in the process, System 1 leads. You want ideas that feel natural and flow easily. When you test and refine, System 2 takes over. That’s where you slow down and analyze what works.

So when do you add or remove friction? It depends on what you want people to do.

You remove friction when you want flow. Apple’s iPod worked because it was simple. People didn’t have to think about how to use it. Fewer steps meant more engagement.

You add friction when you want people to stop and think. Friction is a pause, an extra step, a question that interrupts autopilot. It keeps people from acting too fast or making mistakes.

LinkedIn uses this well. “Who viewed my profile” isn’t easy to find. You have to click deeper, which increases time on site and engagement. That friction is intentional.

The goal isn’t zero friction. It’s balance. Too much and people quit. Too little and they act without thinking.

Ask three questions before you decide:
What’s the risk if they get it wrong?
Can they undo it easily?
How familiar is the task?

High risk or something new? Add friction.
Low risk or familiar? Keep it smooth.

Design thinking isn’t about making everything faster. It’s about designing for how people actually think.