Slides from a talk I gave on reducing friction at Habit Summit 2015.

1. reduce friction
kintan brahmbhatt
@kintan
kintya.com

2. my first car

3. what is friction?

4. what is friction?
physics:
friction is the force resisting
the relative motion
between two layers sliding
against each other.
Joshua Porter, bokardo.com

5. why reduce friction?

6. friction turns delights into disappointment
delight friction
+
disappointment
=

7. friction breaks habits
The Hook Model by Nir Eyal, Hooked
friction

8. causes of friction
1. avoidable effort needed to complete a task
2. unnatural context switching
3. count and complexity of decisions

9. avoid avoidable effort

10. AutoRip : avoid the need to rip a CD

11. TV : avoid the need to type on aTV

12. FireTVVoice Search : avoid the need to type on aTV

13. anticipate and avoid context switching

14. watchingTV : avoid the need to open IMDb or Google
Who is she?

15. watchingTV : avoid the need to open IMDb or Google
Who is she?

16. watchingTV : avoid the need to remember the backstory
What is his backstory?

17. watchingTV : avoid the need to remember the backstory
What is his backstory?

18. watchingTV : avoid the need to tap with a FireTV and a Kindle

19. obvious friction : past purchases
reading a book: avoid the need to look for a dictionary

20. reading a book: avoid the need to open wikipedia

21. listening to music : avoid the need to go to RapGenius

22. don’t punish the user for switching contexts
switch between reading and listening
to a book on Kindle and Audible
without losing your spot in the book

23. remove the need to make decisions
if you must have decisions,
then keep them few and simple

24. one click : remove the decisions for billing/shipping info

25. amazon fresh: keep decisions few and simple

26. ways to reduce friction
1. avoid avoidable effort
2. avoid context switching
3. remove decisions, keep them few and simple

27. sometimes, friction may be good

28. reducing friction alone may not be enough
Joshua Porter, bokardo.com

29. “When you reduce friction,
make something easy,
people do more of it.”
-Jeff Bezos
Join the Amazon product team in San Francisco
kintan@amazon.com