Gameplan
Sludge
All systems have activities which slow users down or frustrate them. We call this friction . When this friction is excessive or unjustified it makes life difficult as people need to: acquire information and navigate tasks (which could be difficult or costly); dedicate time (which people may not have) or generate negative emotions (where processes create a sense of frustration, humiliation or stigmatisation). We call this Sludge . Sludge is not a barrier to participation, but can nevertheless stop people from engaging in opportunities. If the benefit of an activity does not seem to be greater than the effort required to complete it, users may find the activity overwhelming or not worth it. The Collaboration Kick-Off should acknowledge Sludge in designing activities which minimise friction from the beginning.
Increase engagement by addressing participation challenges and needs.
Examples of Sludge :
• A complicated booking system. • Having to complete paperwork for an activity on arrival. • Having to travel out of the area for an activity. • Not having the full details of an upcoming activity. How Think about the customer experience Brands obsess over the fine details of a customer’s experience because they want to make it seamless and pleasant. That way customers will want to return. The same approach should be taken for any activities targeting specific communities. Activities that Keep it Local reduce friction as less effort is needed to attend.
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