Designing Friction: When to Say Yes, When to Step Up

Merchants often strive for “frictionless” checkout, but the reality is that well-placed friction can improve trust, reduce disputes, and even drive higher approval rates. This session will challenge the traditional mindset around checkout flows and show when friction is not only necessary but beneficial. Attendees will learn how to use 3DS2 exemptions such as TRA, MIT, and low-value strategically, how issuer behaviors differ across markets, and how merchants can apply data-driven testing to determine the right balance between speed and security. Through practical frameworks and real-world examples, this session equips merchants with the tools to design smarter authentication journeys that optimize revenue, compliance, and customer experience.Key Takeaways: Learn when friction can increase trust and approval rates rather than reduce conversions. Understand how to apply 3DS2 exemptions (TRA, MIT, low-value) strategically across markets. Discover how issuer behaviors and regional regulations shape the right level of friction. Gain a practical framework to test, measure, and optimize selective step-ups in checkout.

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