One of the best articles I’ve read in awhile. From First Round (that writes a lot of great business content) by Amazon’s Kintan Brahmbhatt. I’m not going to summarize it, read the whole thing. Twice.
FRICTION — anything that gets in the way of a customer and a task
https://review.firstround.com/amazons-friction-killing-tactics-to-make-products-more-seamless