Design shapes behaviour

Design is the science of changing or influencing behaviour. But changing behaviour always results in friction. And friction makes it less likely that someone will take the desired action.

For example, getting a customer to switch to your product, even if your product is leagues ahead of what they were using, is still behaviour change and a point of friction.

Designers are often given the impression that it is vital to innovate at every turn. But science and history show that limiting novelty to the minimum viable innovation is more likely to succeed.