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.

Intelligent Systems make the most out of the Big Data, IoT, AI, and other signals in order to sense the world and respond to the consumer’s unique needs. This reduces moments of manual input and forms a more fluid conversation between people and technologies.

It’s about incorporating cognitive computing in order to understand, learn, and evolve so that we can refine business and operational models by adding new dimensions when discovering insights and understanding contexts and moods.

Our vision should be to leverage instantaneous and painless machine input where the computer system finds the information it needs on its own, whenever and wherever possible in order to feed the experience in a meaningful way.

Intelligence is required in order to  enhance cognitive thinking, emotional waves, and contextual environment. These attributes allow us to process our own thoughts in order to build the ultimate frictionless experience.

To think and predict before users, helps us not only to take preemptive steps, but to easily glide through the process of a given task.

One of the most recent and very useful applications has been in September 2015, when Swedish rail operator Stockholmståg announced that it had developed an algorithm that uses Big Data to anticipate train delays two hours in advance. The Commuter Prognosis, developed by Swedish mathematician Wilhelm Landerholm, allows traffic control to intervene and prevent the ripple effects caused by forecast delays, while an accompanying mobile app warns passengers of affected departure times.

Another simple and fun example is Durex France’s the #LoveBot: A Twitter bot generating automated responses to people’s tweets. Whenever a Twitter user publishes a tweet featuring the broken heart emoticon (</3), the bot responds, matching the individual with another user with a broken heart. The Lovebot then sends both users a tweet suggesting they connect.

See, broken hearts can also be mended using technology, and in less than five taps. And we still think it needs more than a month to heal!

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