User fiction is anything that gets in the way and makes it harder for a user to perform a task when using a product. Sometimes, it can even prevent them from executing the task altogether. User friction refers to the emotions users feel as a consequence of not being able to achieve their goal, but also the cognitive load, which is the mental effort required to carry out the task. If users experience overwhelming emotional and cognitive friction, they will most likely end up abandoning the task and switching products. Examples of user friction in websites and apps include slow loading times, insufficient contrast between text and background, a confusing UI (User Interface), etc. Therefore, reducing friction is crucial to achieve higher user engagement and loyalty.