This means frictionless by platform, device and task. We should be able to complete any online task on any device,
whichever is closest to hand at the time, be it game console, laptop, tablet, or phone.
We shouldn’t have to swap from a phone, to see a link in an email display properly. We shouldn’t have to switch to a
laptop to use a keyboard to fill out a form. We shouldn’t need to download an app to access content that we can get
to more immediately on the web.
And Frictionless when it comes to web content
This is the page you used to see when searching for “When the clocks go forward?” It’s hard to find the information
you searched for. The page is full of distractions & superfluous content that pull your eyes all over the place.
And this is the page we have now, the new GDS page that replaces it. It’s brilliant.
The clocks go forward on 30th March”. It’s the first thing we see.
This page is focused on user needs, and not all the other things that the Gov might want to say to us wheel we’re
here. This page is beautiful, it’s clutter free, it’s focused, it’s frictionless.
When I buy shoes, why do I not see the mens shoes (in my size) straight away?
All my devices know who I am, what sex I am, what size I am. They know all my preferences.
There’s a nav bar to help me find other things if I’m after a gift, or something different perhaps.
We work with content (CEM) systems that learn habits & preferences so we can change the content we deliver. Our
devices should work in the same way - to be frictionless
Frictionless means just in time, not just in case.
We don’t need to remember facts & figures when we have Google in our pockets. We don’t need hundreds of apps on our phones,
just in case, when we have the web and more human friendly forms of accessing it’s information.
Our interactions with devices are becoming so frictionless they are becoming invisible.
The keyboard & mouse have been around for 30 years, even touch screens are now second nature. We now have devices that
use contact-less tracking, temperature, movement, fingerprints, heart beats, and brain waves as inputs!
We have started connecting objects to the network, to help save us time & effort, and carry out boring tasks, invisibly.
We now have bins that let the council know when they need emptying, parking spaces that alert us if they’re empty,
and of course internet fridges.
But perhaps we should be thinking about things of the internet, rather than the internet of things?
Nike talk about spending money on making ads that are so good people want to watch them, more than anything else they could be
watching at that time, rather than throwing so much money placing the ad everywhere, so it can’t be avoided
They’ve moved from selling shoes & running vests, to helping runners run better, smarter, and enjoy it more.
It’s a shift from self centred goals, to focusing on their customer goals and working with their customers to attain them. They accept
that running is hard, but promise that they will do everything they can to help support us
Branded entertainment has evolved where the authenticity of content takes precedence over being advertised to. It’s a content first,
logo last way of working, often including user generated or user submitted content, letting the user be a part of the story. Making
experiences more memorable.
The idea of making things people want, and want to be a part of, rather than making people want things