Globant’s fourth edition of the Sentinel Report, entitled Frictionless,unveiled its approach to measuring the level of friction that a product or service imposes upon a user. A frictionless experience is a series of events that help the user obtain effective results through minimal effort and positive interactions.

The report includes five elements for measuring friction: Cognition, Emotion, Context, Intelligence & Adaptation.

Imagine a smart bike that finds the quickest and safest routes, or control your devices at home only with gestures.

The scientific definition to Cognition is “the amount of mental and motor effort that a user needs to take in order to complete a single task.”

Good levels of a cognitive approach allows users to achieve a result with only the most necessary actions. This ensures removal of irrelevant information, repetitive steps, unnecessary interruptions, and excessive options. According to Trendwatching, 57% of the average product presents irrelevant information to the user during the completion of a task.  

How can companies leverage this?

Creating seamless experiences for their customers, employees, and stakeholders is essential. This means that there will only be relevant content and interactions that facilitate the flow of the the task to be completed. Cognition influence in Usability, Content, and Performance are key.

This enables the user to finish their intended action fulfilled, content, and secure in each step.

Many companies have been taking steps to leverage such cognition.

In Amsterdam, MasterCard and International Card Services completed a successful trial of credit card payment through identity recognition. This technology, termed as “Selfie Pay,” allows users to take their selfie via a smartphone camera, which is further used in facial recognition in order to verify the identity of the cardholder and complete the payment transaction without using passwords or PINs. A bold step towards the frictionless biometric payment experience.

A much simpler cognitive function was used by Canada-based Smart Halo to innovate an intuitive navigation system for cyclists. When affixed to the handles of a bike, the device they designed helps find the quickest and safest cycle routes, also providing directions. It simply pairs with a user’ cell phone and tracks it progress as well as provides a night light and a in-built alarm system.

Imagination is the only limit now for companies to make products that think and suggest the users.

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