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 oth...
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 ...
avoid avoidable effort
AutoRip : avoid the need to rip a CD
TV : avoid the need to type on aTV
FireTVVoice Search : avoid the need to type on aTV
anticipate and avoid context switching
watchingTV : avoid the need to open IMDb or Google
Who is she?
watchingTV : avoid the need to open IMDb or Google
Who is she?
watchingTV : avoid the need to remember the backstory
What is his backstory?
watchingTV : avoid the need to remember the backstory
What is his backstory?
watchingTV : avoid the need to tap with a FireTV and a Kindle
obvious friction : past purchases
reading 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 

with...
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 sim...
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 Sa...
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Habit Summit 2015 : Reduce Friction To Increase Engagement

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Habit Summit 2015 : Reduce Friction To Increase Engagement

  1. 1. reduce friction kintan brahmbhatt
 @kintan kintya.com

  2. 2. my first car
  3. 3. what is friction?
  4. 4. what is friction? physics: friction is the force resisting the relative motion between two layers sliding against each other. Joshua Porter, bokardo.com
  5. 5. why reduce friction?
  6. 6. friction turns delights into disappointment delight friction + disappointment =
  7. 7. friction breaks habits The Hook Model by Nir Eyal, Hooked friction
  8. 8. causes of friction 1. avoidable effort needed to complete a task
 2. unnatural context switching
 3. count and complexity of decisions

  9. 9. avoid avoidable effort
  10. 10. AutoRip : avoid the need to rip a CD
  11. 11. TV : avoid the need to type on aTV
  12. 12. FireTVVoice Search : avoid the need to type on aTV
  13. 13. anticipate and avoid context switching
  14. 14. watchingTV : avoid the need to open IMDb or Google Who is she?
  15. 15. watchingTV : avoid the need to open IMDb or Google Who is she?
  16. 16. watchingTV : avoid the need to remember the backstory What is his backstory?
  17. 17. watchingTV : avoid the need to remember the backstory What is his backstory?
  18. 18. watchingTV : avoid the need to tap with a FireTV and a Kindle
  19. 19. obvious friction : past purchases reading a book: avoid the need to look for a dictionary
  20. 20. reading a book: avoid the need to open wikipedia
  21. 21. listening to music : avoid the need to go to RapGenius
  22. 22. 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
  23. 23. remove the need to make decisions if you must have decisions, 
 then keep them few and simple
  24. 24. one click : remove the decisions for billing/shipping info
  25. 25. amazon fresh: keep decisions few and simple
  26. 26. ways to reduce friction 1. avoid avoidable effort 
 2. avoid context switching
 3. remove decisions, keep them few and simple
  27. 27. sometimes, friction may be good
  28. 28. reducing friction alone may not be enough Joshua Porter, bokardo.com
  29. 29. “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

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