One famous example of reducing friction was the invention of infinite scroll. When trying to view results from a search, or look through social media posts, you could only view a few at a time, and to see more you had to press a button to see the next “page” of results. This is how both Google search and Amazon search work at the time this is written. In 2006, Aza Raskin invented infinite scroll, where you can scroll to the bottom of the current results, and new results will get automatically filled in below. Most social media sites now use this, so you can then scroll forever and never hit an obstacle or friction as you endlessly look at social media posts. Aza Raskin regrets what infinite scroll has done to make it harder for users to break away from looking at social media sites.
I think infinite scroll is a classic example of “friction-reducing design,” but its impact is actually a bit scary. In the past, with formats like search results, you had to click “next page” after finishing one page. While this action was a bit cumbersome, it provided a pause point, reminding you, “Should I stop now?” Infinite scroll completely removes that barrier. You just keep scrolling down, and content automatically loads, making you completely unaware of how long you've been scrolling.
I think this is also why scrolling through social media is so addictive: it's not because we genuinely want to look for that long, but because the design eliminates every opportunity to stop.