Changing friction and changing choices
Massive proliferation of UX models. All about removing friction. And choices…
Removing questions and friction
Do you have the printer driver?
What’s your password?
Where did you save that file?
What soap do you want to buy?
With which app?
But also choices
Questions are also choices
Huge strategic incentive for big
platforms to be the ones to answer
the question for you
“Who owns the customer?”