SlideShare a Scribd company logo
How startups create a
frictionless 

experience
by @boardofinno
Any sufficiently advanced technology 

is indistinguishable from magic.
- Arthur C. Clarke
MAGIC
can be created by delivering
extreme convenience
to customers via next-gen
technology & business models
MAGIC
extreme convenience
In this deck:
Learn how other companies
nail this combination.
brainless
trigger
invisible
speed
Want to boost intrapreneurship
in your company?
More info about our
intrapreneurship training
Or mail us via hello@boardofinnovation.com
INVISIBLE
flickr cc willowm
deck by boardofinnovation.com - intrapreneurship consultancy
INVISIBLE
FOCUS ON
Complexity happens in the background - simplicity - frictionless - no hassle
outsource tasks - no heavy lifting - someone else will take care of it
deck by boardofinnovation.com - intrapreneurship consultancy
zaarly.com takes chores off
your plate.
This on-demand service verifies
for you the technical expertise &
skills of experts.
Checks the authenticity of user
reviews.
Example:
Could somebody fix te squeaky hinge at 

home while I’m away? Just do it for me!
INVISIBLE
plowzandmowz.com let you
order a service man on-demand.
You’ll receive a photo of your
slowed driveway! #proof
Example:
Can someone remove the snow from
my driveway?
INVISIBLE
worthee.com makes it happen:
Each walker is also Pet First Aid
and CPR Certified. #trust
Example:
Have someone walk your dog while you’re
on date, at work,…
INVISIBLE
shuddle.us offers trustworthy
drivers for you.
Would you put your kids in a car
with a ‘stranger’ in exchange for
more quality time?
Extensive background checks,
including criminal records.
Real-time tracking via an app.
Example:
Someone else will bring your kids from
soccer practise to a friend.
INVISIBLE
Based on your spending
behaviour Digit transfers a
couple of dollars to a savings
account.
Every 2 or 3 days, usually $5-50
Important: They have a
“no-overdraft guarantee”
Example:
Banking: invisible automatic savings by Digit
based on your habits.
INVISIBLE
Pssst… if you want you can
Download this deck as PDF
BRAINLESS
TRIGGER
flickr cc cszar
deck by boardofinnovation.com - intrapreneurship consultancy
BRAINLESS
TRIGGER
flickr cc cszar
FOCUS ON
the smallest action to start the service - do without thinking - proactivity
1 step is all it takes - trigger is the experience - no effort
deck by boardofinnovation.com - intrapreneurship consultancy
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
7 different triggers
to learn from.
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
7 different triggers
to learn from.
Yes, there are more but in this deck I don’t
focus on triggers that might only be used once a year:
(e.g.: Gestures: Waving at Nest Fire Alarm)
Your feedback is welcome via @nickdemey
BRAINLESS
TRIGGERExample:
1 tap to order pizza
tap button voice photo text hashtag behaviour
pushforpizza.com
Example:
Make your own magic-button:
ifttt.com/products/do/button
BRAINLESS
TRIGGERExample:
A physical button as a trigger
tap button voice photo text hashtag behaviour
www.flic.io
Example:
A button in your headphone slot
pressybutton.com/
BRAINLESS
TRIGGER
Many more examples exist…
tap button voice photo text hashtag behaviour
http://bt.tn
Most developers are still looking for the
best use case.
Often a setup process is required, still too
complex for the average user.
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Call a private VIP concierge service
For $19.000 you have the 

Vertu Clous De Paris
smartphone.
Expensive, but you can call
someone & ask whatever you
want:
“Cancel my flight & book me an
exclusive dinner tonight in NY.”
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Your Smart TV is listening.
Read more: Samsung TV spying?
Example:
Just talk to order groceries.
Dash also has a barcode scanner for
extra convenience. Amazon Echo (related)
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Point at clothing to shop ASAP54
Related: detect the clothes
people wear on TV: looklive.com
Example:
1 Photo = all real-estate info
Homesnap uses more ‘inputs’ than just the
photo. (e.g. location data)
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Ask whatever you want: getmagicnow.com
Magic takes an additional fee
on top of the products/services
they arrange for you.
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Text based assistant: Cloe
Example:
Or Amy, for scheduling meetings
More examples: The Future of Text,
jarv.co , a rare(!) male assistant
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
do your banking via Hashtags
Account holders receive feedback (Jifi)
via Direct Messages (Twitter)
Example:
#AmazonCart to shop.
Related: 2 years ago already, 

Sina Weibo sold 666 cars in a similar way.
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
where the magic
happens
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
When I’m heading home, my Tado thermostat
anticipates my arrival & turns on the heating.
When I’ m almost at our
@boardofinno office,
this app will launch a TXT
message to pay for my
parking ticket.
Based on my real-time travel behaviour, different actions happen:
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Light only where people are.
See presence detection movie: tvilight.com
Example:
SleepCycle monitors your sleep.
Wakes you up when you are in ‘light sleep’
BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
follows your reading flow: Blendle
If you buy an article, but stop reading
<15 sec you’ll get your money back.
On a side note:
Our behaviour is being tracked by 1000
companies each day, but rarely triggers
actions for our own benefit as a user.
#tothinkabout @nickdemey for feedback.
BRAINLESS
TRIGGERImaging the automagical services that will use all our behavioural data!
Monitor Muscle
contraction: Leo
ElectricFoxy Pulse
tracks heart rate
Automatic tracks how
you drive.
What other examples should we add?
Let us know @nickdemey - @boardofinno
Industrial Innovation workshop (Lausanne, Switzerland)
by boardofinnovation.com
SPEED
flickr cc lazyousuf
deck by boardofinnovation.com - intrapreneurship consultancy
SPEED
FOCUS ON
no second to waste - instant gratification - bare minimum steps & intervention
experience of a quick solution - want it now
flickr cc lazyousuf
deck by boardofinnovation.com - intrapreneurship consultancy
Example:
Amazon Anticipatory Shipping
This patent is clever at so many levels!
Amazon follows your buying behaviour 

(+ millions of other people).
When they notice you probably will buy a
product in the near future, they already
ship that item to a warehouse near you.
This to make sure an item can be delivered
hours after you clicked ‘buy’. #smart
SPEED
Example:
Instant access to quiet rooms
shows lofts, apartments to work
on your own (Breather)
Instant access via PIN code.
SPEED
Example:
Be the eyes for blind people
This app offers live video/chat to give
guidance to blind people. ‘I need help, now!’
Related: Solved - Instant help everyone.
Example:
Summon a drone (like a taxi)
Use voice commands to request a Drone
to take a selfie, for security,… learn more
SPEED
Example:
Do my groceries, bring within 1h
Instacart takes your shopping list & sends
someone to the store for you.
CONVENIENCE
Who nailed it?
flickr cc joshbousel
deck by boardofinnovation.com - intrapreneurship consultancy
brainless
trigger
invisible
speed
Examples that
really fit here.
The eBay experience The Gone experience-vs-
user goal
“I want to get rid of my old stuff & get paid.”
Gone App
This is what convenience looks like at

Snap a photo
Fill in form
Set a price
Follow auction
Trust buyer?
Find packaging
Visit Postal office
Receive money
“EBAY”
Snap a photo
Fill in form Receive money
they find the best price, ship a box, pick-up
This is what convenience looks like at

“GONE”Gone App
Snap a photo
Fill in form Receive money
no good price?
This is what convenience looks like at

ship a box, pick-up
Get Tax Write-off
option to recycle/donate
“GONE”
but… services like this are very new.
So far, the experience seems (almost) flawless:
A similar startup UseSold got acquired by Dropbox
Another new player: OfferUp
Other related companies that are nailing it:
Example:
Shyp: Send items, hassle-free
No packaging or complex administration
needed. Someone else will take care of it!
Snap a photo
Share details
Someone will
Pick-up item
Other related companies that are nailing it:
Example:
Amazon Flow: Point for price & info
Even the action of taking a picture has been
removed. Just point to see the all relevant
product info. Very powerful!
Point camera
1-click to order
Other related companies that are nailing it:
Example:
Copy keys with photo: KeyMe
(Optional)
Snap a photo
Click Order
Send Digital copy
to a contact
TO CONCLUDE
2 routes to deliver convenience
MAKE IT EASIER
FOR A USER.
Strip extra steps, pre-fill,
use smart inputs (photo),…
LET SOMEONE ELSE DO IT
Outsource the task,
remove the hassle from the user
2 routes to deliver convenience
MAKE IT EASIER FOR A
USER TO LET SOMEONE
ELSE DO IT. #WIN
Related: Slideshare presentation
Pssst… if you want you can
Download this deck as PDF
Contact our innovation consultancy to
- Design your intrapreneurship program
- Facilitate innovation bootcamps
- Organise large-scale innovation days
Innovation training & consultancy (Manaus, Brazil)
hello@boardofinnovation.com
www.boardofinnovation.com
More free innovation tools and inspiration?
Signup: boardofinnovation.com/newsletter

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How startups create a frictionless experience. +30 cases by @boardofinno

  • 1. How startups create a frictionless 
 experience by @boardofinno
  • 2. Any sufficiently advanced technology 
 is indistinguishable from magic. - Arthur C. Clarke
  • 3. MAGIC can be created by delivering extreme convenience to customers via next-gen technology & business models
  • 4. MAGIC extreme convenience In this deck: Learn how other companies nail this combination. brainless trigger invisible speed
  • 5. Want to boost intrapreneurship in your company? More info about our intrapreneurship training Or mail us via hello@boardofinnovation.com
  • 6. INVISIBLE flickr cc willowm deck by boardofinnovation.com - intrapreneurship consultancy
  • 7. INVISIBLE FOCUS ON Complexity happens in the background - simplicity - frictionless - no hassle outsource tasks - no heavy lifting - someone else will take care of it deck by boardofinnovation.com - intrapreneurship consultancy
  • 8. zaarly.com takes chores off your plate. This on-demand service verifies for you the technical expertise & skills of experts. Checks the authenticity of user reviews. Example: Could somebody fix te squeaky hinge at 
 home while I’m away? Just do it for me! INVISIBLE
  • 9. plowzandmowz.com let you order a service man on-demand. You’ll receive a photo of your slowed driveway! #proof Example: Can someone remove the snow from my driveway? INVISIBLE
  • 10. worthee.com makes it happen: Each walker is also Pet First Aid and CPR Certified. #trust Example: Have someone walk your dog while you’re on date, at work,… INVISIBLE
  • 11. shuddle.us offers trustworthy drivers for you. Would you put your kids in a car with a ‘stranger’ in exchange for more quality time? Extensive background checks, including criminal records. Real-time tracking via an app. Example: Someone else will bring your kids from soccer practise to a friend. INVISIBLE
  • 12. Based on your spending behaviour Digit transfers a couple of dollars to a savings account. Every 2 or 3 days, usually $5-50 Important: They have a “no-overdraft guarantee” Example: Banking: invisible automatic savings by Digit based on your habits. INVISIBLE
  • 13. Pssst… if you want you can Download this deck as PDF
  • 14. BRAINLESS TRIGGER flickr cc cszar deck by boardofinnovation.com - intrapreneurship consultancy
  • 15. BRAINLESS TRIGGER flickr cc cszar FOCUS ON the smallest action to start the service - do without thinking - proactivity 1 step is all it takes - trigger is the experience - no effort deck by boardofinnovation.com - intrapreneurship consultancy
  • 16. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour 7 different triggers to learn from.
  • 17. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour 7 different triggers to learn from. Yes, there are more but in this deck I don’t focus on triggers that might only be used once a year: (e.g.: Gestures: Waving at Nest Fire Alarm) Your feedback is welcome via @nickdemey
  • 18. BRAINLESS TRIGGERExample: 1 tap to order pizza tap button voice photo text hashtag behaviour pushforpizza.com Example: Make your own magic-button: ifttt.com/products/do/button
  • 19. BRAINLESS TRIGGERExample: A physical button as a trigger tap button voice photo text hashtag behaviour www.flic.io Example: A button in your headphone slot pressybutton.com/
  • 20. BRAINLESS TRIGGER Many more examples exist… tap button voice photo text hashtag behaviour http://bt.tn Most developers are still looking for the best use case. Often a setup process is required, still too complex for the average user.
  • 21. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: Call a private VIP concierge service For $19.000 you have the 
 Vertu Clous De Paris smartphone. Expensive, but you can call someone & ask whatever you want: “Cancel my flight & book me an exclusive dinner tonight in NY.”
  • 22. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: Your Smart TV is listening. Read more: Samsung TV spying? Example: Just talk to order groceries. Dash also has a barcode scanner for extra convenience. Amazon Echo (related)
  • 23. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: Point at clothing to shop ASAP54 Related: detect the clothes people wear on TV: looklive.com Example: 1 Photo = all real-estate info Homesnap uses more ‘inputs’ than just the photo. (e.g. location data)
  • 24. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: Ask whatever you want: getmagicnow.com Magic takes an additional fee on top of the products/services they arrange for you.
  • 25. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: Text based assistant: Cloe Example: Or Amy, for scheduling meetings More examples: The Future of Text, jarv.co , a rare(!) male assistant
  • 26. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: do your banking via Hashtags Account holders receive feedback (Jifi) via Direct Messages (Twitter) Example: #AmazonCart to shop. Related: 2 years ago already, 
 Sina Weibo sold 666 cars in a similar way.
  • 27. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour where the magic happens
  • 28. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour When I’m heading home, my Tado thermostat anticipates my arrival & turns on the heating. When I’ m almost at our @boardofinno office, this app will launch a TXT message to pay for my parking ticket. Based on my real-time travel behaviour, different actions happen:
  • 29. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: Light only where people are. See presence detection movie: tvilight.com Example: SleepCycle monitors your sleep. Wakes you up when you are in ‘light sleep’
  • 30. BRAINLESS TRIGGER tap button voice photo text hashtag behaviour Example: follows your reading flow: Blendle If you buy an article, but stop reading <15 sec you’ll get your money back. On a side note: Our behaviour is being tracked by 1000 companies each day, but rarely triggers actions for our own benefit as a user. #tothinkabout @nickdemey for feedback.
  • 31. BRAINLESS TRIGGERImaging the automagical services that will use all our behavioural data! Monitor Muscle contraction: Leo ElectricFoxy Pulse tracks heart rate Automatic tracks how you drive.
  • 32. What other examples should we add? Let us know @nickdemey - @boardofinno Industrial Innovation workshop (Lausanne, Switzerland) by boardofinnovation.com
  • 33. SPEED flickr cc lazyousuf deck by boardofinnovation.com - intrapreneurship consultancy
  • 34. SPEED FOCUS ON no second to waste - instant gratification - bare minimum steps & intervention experience of a quick solution - want it now flickr cc lazyousuf deck by boardofinnovation.com - intrapreneurship consultancy
  • 35. Example: Amazon Anticipatory Shipping This patent is clever at so many levels! Amazon follows your buying behaviour 
 (+ millions of other people). When they notice you probably will buy a product in the near future, they already ship that item to a warehouse near you. This to make sure an item can be delivered hours after you clicked ‘buy’. #smart SPEED
  • 36. Example: Instant access to quiet rooms shows lofts, apartments to work on your own (Breather) Instant access via PIN code. SPEED Example: Be the eyes for blind people This app offers live video/chat to give guidance to blind people. ‘I need help, now!’ Related: Solved - Instant help everyone.
  • 37. Example: Summon a drone (like a taxi) Use voice commands to request a Drone to take a selfie, for security,… learn more SPEED Example: Do my groceries, bring within 1h Instacart takes your shopping list & sends someone to the store for you.
  • 38. CONVENIENCE Who nailed it? flickr cc joshbousel deck by boardofinnovation.com - intrapreneurship consultancy
  • 40. The eBay experience The Gone experience-vs- user goal “I want to get rid of my old stuff & get paid.” Gone App
  • 41. This is what convenience looks like at
 Snap a photo Fill in form Set a price Follow auction Trust buyer? Find packaging Visit Postal office Receive money “EBAY”
  • 42. Snap a photo Fill in form Receive money they find the best price, ship a box, pick-up This is what convenience looks like at
 “GONE”Gone App
  • 43. Snap a photo Fill in form Receive money no good price? This is what convenience looks like at
 ship a box, pick-up Get Tax Write-off option to recycle/donate “GONE”
  • 44. but… services like this are very new. So far, the experience seems (almost) flawless: A similar startup UseSold got acquired by Dropbox Another new player: OfferUp
  • 45. Other related companies that are nailing it: Example: Shyp: Send items, hassle-free No packaging or complex administration needed. Someone else will take care of it! Snap a photo Share details Someone will Pick-up item
  • 46. Other related companies that are nailing it: Example: Amazon Flow: Point for price & info Even the action of taking a picture has been removed. Just point to see the all relevant product info. Very powerful! Point camera 1-click to order
  • 47. Other related companies that are nailing it: Example: Copy keys with photo: KeyMe (Optional) Snap a photo Click Order Send Digital copy to a contact
  • 49. 2 routes to deliver convenience MAKE IT EASIER FOR A USER. Strip extra steps, pre-fill, use smart inputs (photo),… LET SOMEONE ELSE DO IT Outsource the task, remove the hassle from the user
  • 50. 2 routes to deliver convenience MAKE IT EASIER FOR A USER TO LET SOMEONE ELSE DO IT. #WIN
  • 51. Related: Slideshare presentation Pssst… if you want you can Download this deck as PDF
  • 52. Contact our innovation consultancy to - Design your intrapreneurship program - Facilitate innovation bootcamps - Organise large-scale innovation days Innovation training & consultancy (Manaus, Brazil) hello@boardofinnovation.com www.boardofinnovation.com
  • 53. More free innovation tools and inspiration? Signup: boardofinnovation.com/newsletter