Globant’s fourth and final edition of the Sentinel Report for 2015, called Frictionless, introduced 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.
Experiences are not lived in a bubble. They are immersed in a certain time and space.
As the Internet of Things expands and location services improve, users’ demand for value propositions that are ubiquitous and omnichannel increase. In order to offer frictionless experiences, we should not only be context-aware, but also provide the right channels that connect to the environments in which it can be achieved.
The level of awareness and relevancy the interaction has in relation to the circumstances that form its setting should be optimized according to the user’s need of completing a desired task.
It’s important to understand the user’s journey when completing typical tasks. This helps companies visualize the steps within a common task, the channels used, and the best opportunities necessary to making the experience context specific.
This includes using the existing setting and augmenting it or adapting it to the experience so that it camouflages naturally within it. It’s similar to no-interface experiences, where technologies weave themselves into the fabric of everyday life.
Companies should pick the context of use and optimize design for the setting, channel, and screen size while creating cross-channel frictionless experiences. The Internet of Things and the omnichannel presence are helping companies pick the right content in order to make this frictionless experience possible.
In September 2015, Netflix unveiled The Switch: A button which automatically switches on the TV, launches Netflix, silences the user’s cellphone, dims the lights, and orders their favorite food. The US-based streaming service launched the button at the NYC Maker Faire event before unveiling a step-by-step online tutorial showing people how to make their own product. Netflix also encouraged people to share their own product hacks and ideas online.
It’s a pretty good start for technology if we want to understand what users need and what makes them comfortable.