reduce friction kintan brahmbhatt @kintan

kintya.com

my first car

what is friction?

what is friction?

physics: friction is the force resisting

the relative motion between two layers sliding

against each other.

Joshua Porter, bokardo.com

why reduce friction?

friction turns delights into disappointment

delight friction

+

disappointment

=

friction breaks habits

The Hook Model by Nir Eyal, Hooked

friction

causes of friction

1. avoidable effort needed to complete a task 2. unnatural context switching 3. count and complexity of decisions

avoid avoidable effort

AutoRip : avoid the need to rip a CD

TV : avoid the need to type on a TV

Fire TV Voice Search : avoid the need to type on a TV

anticipate and avoid context switching

watching TV : avoid the need to open IMDb or Google

Who is she?

watching TV : avoid the need to open IMDb or Google

Who is she?

watching TV : avoid the need to remember the backstory

What is his backstory?

watching TV : avoid the need to remember the backstory

What is his backstory?

watching TV : avoid the need to tap with a FireTV and a Kindle

obvious friction : past purchasesreading a book: avoid the need to look for a dictionary

reading a book: avoid the need to open wikipedia

listening to music : avoid the need to go to RapGenius

don’t punish the user for switching contexts

switch between reading and listening to a book on Kindle and Audible

without losing your spot in the book

remove the need to make decisions

if you must have decisions, then keep them few and simple

one click : remove the decisions for billing/shipping info

amazon fresh: keep decisions few and simple

ways to reduce friction

1. avoid avoidable effort 2. avoid context switching 3. remove decisions, keep them few and simple

sometimes, friction may be good

reducing friction alone may not be enough

Joshua Porter, bokardo.com

“When you reduce friction, make something easy,people do more of it.” -Jeff Bezos

Join the Amazon product team in San Francisco kintan@amazon.com