3 Keys To Creating a Frictionless Experience
As companies dive into creating digital products and services for customers and employees, they’ll be challenged with the prospect of creating “Frictionless” experiences. Striving to create these “just right” experiences goes hand in hand with understanding the context surrounding the experience. Diving deep into and understanding complex user data and applying “anticipatory” design principles will enable the creation of these “Goldilocks” style experiences.
Here are three key elements to consider when creating a frictionless experience.
1. Anticipatory Design — deliver what users want before they want it
The power of understanding context is the key to creating “Anticipatory” Design focused experiences. Anticipatory Design involves capturing large sets of real-time data and then predictively serving up the best-intended experience. Analyzing real-time activity data and layering it with historical data across several similar individuals or experiences opens the window to creating an intelligent, sensing experience.
_“…the creation of products, services, and experiences that eliminate the needless choices from our lives and make ones on our behalf, freeing us up for the ones we really care about: Anticipatory design.” — Aaron Shapiro, HUG_E.
2. Take a context-first strategy
Instead of viewing design through a device usage lens, take a user-centered approach. Look at the full user journey to deeply understand how your users interact with your product or service. Take the time to understand the relationship between how they interact with their device and their environment. Capture and record those moments, identify the gaps in those interactions and then find ways to close the gaps.
“Create interactions that shift not only content but BEHAVIOR AND ACTIONS between gadgets” — Josh Clark, Big Medium
3. Avoid the digital interface
Once you’ve identified the full customer journey, you’ll be able to see where you can start to remove these screen interfaces. Leveraging the ambient surroundings will uncover those key elements of context. There’s an abundance of digital information surrounding us today; the more you take advantage of this information, the less need there is for a digital interface interaction.
“We start capturing all of your intent for the things you want to do,” David Marcus, Messaging Products @ Facebook
Applying these three key elements - anticipatory design, a context-first strategy, and avoiding a digital interface - will help drive any product or service to a more frictionless experience for your customers and employees.