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.
From the perspective of the social media companies, I can see why they'd add the infinite scroll to their apps. It keeps the users from leaving the app and allows them to engage with more content- watch more ads, etc. But as a user I find the infinite scroll to be incredibly harmful, especially to children and mentally ill people. When you're stuck in a scolling-trance, it can be hard to stop, and before you know it you've spent the entirety of your day scrolling on TikTok. One can become addicted to their phone, and although the health affects social media has done to people isn't that well studied- it's easy to tell that long-term use of one's phone can negatively impact their health.