Foursquare was fun, while it lasted. I checked in at interesting places I visited and shared those with some of my social media friends. I enjoyed seeing where they checked in too. It was great to not use Facebook for that, as I never want to overwhelm any social media channel with too much stuff about me.
Then Foursquare switched things up. Now it’s just a platform for advertising. (Google Maps already allows me to look for businesses quite well, thank you.) Foursquare forced anyone who wanted to keep checking in to download a new app called Swarm. Not me.
This is a perfect example of bad friction. Good friction is when something is a challenge and you dive in. Bad friction is when something happens that breaks the camel’s back.