Habit Summit 2015 : Reduce Friction To Increase Engagement
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Slides from a talk I gave on reducing friction at Habit Summit 2015.
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Habit Summit 2015 : Reduce Friction To Increase Engagement
- 2. my first car
- 4. what is friction? physics: friction is the force resisting the relative motion between two layers sliding against each other. Joshua Porter, bokardo.com
- 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
- 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