“Any damn fool can make something complex; it takes a genius to make something simple.”


Pete Seeger, quoted in The Times. From The Week, page 8, Wit & Wisdom, 08-FEB-2014

Removing friction means really focusing on the customer


You understand the need to simplify? Look at your home page. Is there just too much there? Where does your visitor’s eye go?  Is it confusing? What makes sense to you may be a jumble to everyone else. However, your web marketeers still view it as prime real-estate and ignore the multiple other ways into your website.


Brainspin can help you focus on what’s critical. The rest should go somewhere else; especially if you have a good search function. While simplicity may be genius, as the saying goes, it is also a sign of true luxury.


Friction…what's that? A car stops because of the friction between the brake pads and the discs. People buy when it’s easy and frictionless. Amazon created the one '1-click checkout'. How many steps do you have?  Constrictions/bottlenecks/pauses whilst we deliberate and make a choice, all create pattern interrupts which cause people to pause and reconsider their choices and decisions. Then they often change their mind to your detriment. An example of focusing on friction is Southern New Hampshire University which went from 2,000 students with declining enrolment to 34,000 students today. Here's what they did... read more


Friction makes for uncertainty. It stops your customers in their tracks. Find a reason to pause and you’ve often lost that person. That’s because we’re all trying to do too many things at once, and have so many interruptions. Teenagers are watching from two to four videos simultaneously. They drop ones which lose their attention.


The bottom line is: make it simple and frictionless.


How hard is it to be simple? Simplifying and reducing a set of actions is often difficult. Reducing friction can be frustratingly hard. Just the act of simplifying can help minimise friction but it’s not enough on its own. You may still not be seeing the hidden barrier even though you’ve reduced the process to its basic form. Behavioural economics takes you that final step. It helps to identify the unseen behaviours which cause a person to rethink their direction of travel or decision.


To understand more, look at our page on videos click here

"Robots are what we call things before they work properly."


Carl Bass - Pres & CEO of Autodesk Inc.

As far back as 1997, Jakob Nielsen found that by cutting copy in half, you could score an improvement in measured usability of 58%.


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