Friction as a Feature
A Research Entrepreneur's Teardown of Discord's Onboarding
Kemar A.R.
Interdisciplinary economist applying mixed-methods research, human-centered design and process improvement to drive and deliver digital product solutions.
342 connections
View on LinkedIn →Executive Summary: Five Lessons in Community Onboarding
Every great community has a wall. Some are visible, some are not. But what if the wall—the friction, the hoops you jump through, the unwritten rules—is the very thing that makes the community valuable? To close the "Applied Insight Gap" between finding a community and truly belonging, my research team and I put ourselves in the shoes of a new user trying to find their place on Discord. This is what we discovered:
1. Discovery is Disjointed, Highlighting a Critical ‘Entry Point Gap’. Without a direct invitation, finding the right community is a journey across Google, Reddit, and third-party sites, none of which provide the context needed for a confident decision.
2. Joining is Not Belonging (Friction as a Filter). Initial access is often a "preview mode" with locked channels and further verification steps. Discord uses this friction as a feature to filter for high-intent members, but it delays a newcomer's sense of belonging.
3. Every Server is a New Country. A user's knowledge of one Discord server does not translate to another. Each has unique rules, channel structures, and norms, creating a steep, repeated learning curve for users exploring multiple communities.
4. Threaded Conversations are a "Greenlight" to Participate. For newcomers hesitant to interrupt an ongoing chat, threaded conversations provide a crucial, organized entry point that significantly lowers the barrier to a first interaction.
5. Profile Customization is a Test of Investment. The minimal profile options, with more engaging features behind a paywall, act as a subtle signal. It asks the user: "How much do you really want to be here?" before they've even fully joined.