By Gustavo Primavera, UX Studio at Globant

In user experience, friction is defined as interactions that prevent users from effortlessly accomplishing their goals.

Unnecessary friction leads to task abandonment, conversion rates reduction and overall current and prospective user’s frustration. It is clear that harmful friction is to be avoided at all cost, but how do we identify and eliminate it from the experience?

When designing your own company’s customer experience, it’s important to fully understand every step involved in the user’s digital journey, it is the only way to detect pain points and extract relevant and actionable insights. The idea is to look beyond technology and creative marketing gimmicks to address the mindset and behaviours of customers.

Under this premise, there are a couple of best practices and developments that can help you remove friction from your customer’s journey:

IxD Research: Every interaction in the journey, can either create or remove friction impacting on the success of the overall product. Strategically approaching Interaction Design means focusing on metrics that matter and removing any steps that can negatively impact response rate.

No-interface: Haptic technologies to reduce friction by relying more on touch, movement, voice, and gestures are growing in popularity, especially as wearables become a new omnipresent touch point. The future of UX will involve simulating physics by tracking head, body and eyes in order to design the user journey around ease of interaction – friction reduction.

Apps ecosystems: While services become more complete, screens become more cluttered. Unbundling Apps to reduce the amount of interactions and complexity is the new solution paradigm.

Taking time to figure out how to suck as much friction out of your customer’s digital journey will automatically accelerate user adoption and engagement. And remember, it is not about organizing chaos, it’s about eliminating it.

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  1. JUAN FELIPE SANCHEZ

    One point that I want to add, is about my experience analyzing digital journeys in services companies. I found that a big part of that friction is because there are a gaps in internal process, most of them are the lack of communication or integrations between systems, and the user have to do that work. The user have to ask for a certification, authorization, etc. in point A, and drop it in point B. Now he can go to the next step. If point A was connected with point B, that friction doesn’t exist. Keep one eye in to internal process, are a lot of opportunities to eliminate friction there.