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A Summary of

Amazon‚ Friction-Killing Tactics To Make Products More Seamless

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First Round Review
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There are 3 main causes of product friction

  1. Unfamiliarity
    1. The customer doesn’t know how to use a new product
  2. Design
    1. The product intentionally has a learning curve
  3. Misalignment with human behavior
    1. Product fails to anticipate how the consumer will use the product.

Understand the stages of the customer’s journey to remove friction

  1. Before first contact and a customer is unaware of the product’s existence
  2. After getting them to sign up and complete one meaningful task
  3. Impress them at the first moment of delight to convert them into a fanatical customer

Listen to the customer to understand human behavior

  1. Monitor customers’ natural habitat
    1. Many tools allow companies to monitor customers in-app, but you can also conduct field research by shadowing customers
  2. Mentions and Reviews
    1. Feedback can be explicit, like app reviews or social media mentions, but it can also be drawn out of data. Atypical trends in usage metrics, high frequency actions, and recurring patterns can all be useful.
  3. Study the Industry Standard to find the expectation from existing products and example larger industry-wide trends

Eliminating friction to create the path of least resistance

  1. Reduce customer anxiety about something new and minimize decision-making requirements
  2. Remove avoidable steps to complete tasks – simplify or preselect when possible
  3. Mitigate context switching (navigating away from product/service) as much as possible If friction is unavoidable, try to mask it (e.g. hide a loading screen with a welcome message). You might also want to add friction intentionally at certain stages to produce later benefits.
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