Removing friction

It is 1:37 a.m. That awful insomnia has hit again and you are part sleep and part awake.

You’ve been browsing your Instagram for a couple of hours, clicked in a promoted post, landed in Amazon and got caught there.

It’s been more than half an hour now that you’ve spent just browsing through hundreds of garments of the fall collection.

You are tired and angry. You need that shot of dopamine that comes with the purchase, and you know it.

You have been struggling with yourself enough, the last thing you need is to turn on the lights, wake up your spouse, have an argument on what are you doing, get your credit card, fill the information, confirm…

Then you find “One click shopping”. You smile, click on the goddamn button, and finally you can go to sleep. You have been programmed to expect friction less customer experiences.

It is a simple concept. It seems so obvious and it is so easy to overlook.

For silicon valley fellas, it is now ingrained in their DNA: remove friction as much as possible. But for the rest of us mortals, oftentimes it is hard to focus our businesses with that goal in mind. And our businesses suffer.

Every client is expecting you to make things easy for them. It is not a wish to have now. It is a must have feature.