Frictionless experience has become a requirement—even more so in times of COVID-19. What is frictionlessness actually about?
It turns out that when one removes friction from a system, process, business, organization, experience, etc., you offer your users what is almost the most valuable and nonrenewable/unique for them: time.
Friction is what costs you (time); frictionlessness is priceless.
→ https://www.wired.com/story/opinion-the-future-of-commerce-belongs-to-the-frictionless/