This document discusses how startups can create frictionless experiences for customers through convenience. It provides examples of companies that deliver extreme convenience through next-gen technology and business models using invisible, brainless triggers that require minimal effort. These companies outsource tasks so customers don't have to do any heavy lifting. The document argues that companies can nail convenience by making it easier for users to let someone else handle the task.

1. How startups create a
frictionless
experience
by @boardofinno

2. Any sufficiently advanced technology
is indistinguishable from magic.
- Arthur C. Clarke

3. MAGIC
can be created by delivering
extreme convenience
to customers via next-gen
technology & business models

4. MAGIC
extreme convenience
In this deck:
Learn how other companies
nail this combination.
brainless
trigger
invisible
speed

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6. INVISIBLE
flickr cc willowm
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7. INVISIBLE
FOCUS ON
Complexity happens in the background - simplicity - frictionless - no hassle
outsource tasks - no heavy lifting - someone else will take care of it
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8. zaarly.com takes chores off
your plate.
This on-demand service verifies
for you the technical expertise &
skills of experts.
Checks the authenticity of user
reviews.
Example:
Could somebody fix te squeaky hinge at
home while I’m away? Just do it for me!
INVISIBLE

9. plowzandmowz.com let you
order a service man on-demand.
You’ll receive a photo of your
slowed driveway! #proof
Example:
Can someone remove the snow from
my driveway?
INVISIBLE

10. worthee.com makes it happen:
Each walker is also Pet First Aid
and CPR Certified. #trust
Example:
Have someone walk your dog while you’re
on date, at work,…
INVISIBLE

11. shuddle.us offers trustworthy
drivers for you.
Would you put your kids in a car
with a ‘stranger’ in exchange for
more quality time?
Extensive background checks,
including criminal records.
Real-time tracking via an app.
Example:
Someone else will bring your kids from
soccer practise to a friend.
INVISIBLE

12. Based on your spending
behaviour Digit transfers a
couple of dollars to a savings
account.
Every 2 or 3 days, usually $5-50
Important: They have a
“no-overdraft guarantee”
Example:
Banking: invisible automatic savings by Digit
based on your habits.
INVISIBLE

13. Pssst… if you want you can
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14. BRAINLESS
TRIGGER
flickr cc cszar
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15. BRAINLESS
TRIGGER
flickr cc cszar
FOCUS ON
the smallest action to start the service - do without thinking - proactivity
1 step is all it takes - trigger is the experience - no effort
deck by boardofinnovation.com - intrapreneurship consultancy

16. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
7 different triggers
to learn from.

17. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
7 different triggers
to learn from.
Yes, there are more but in this deck I don’t
focus on triggers that might only be used once a year:
(e.g.: Gestures: Waving at Nest Fire Alarm)
Your feedback is welcome via @nickdemey

18. BRAINLESS
TRIGGERExample:
1 tap to order pizza
tap button voice photo text hashtag behaviour
pushforpizza.com
Example:
Make your own magic-button:
ifttt.com/products/do/button

19. BRAINLESS
TRIGGERExample:
A physical button as a trigger
tap button voice photo text hashtag behaviour
www.flic.io
Example:
A button in your headphone slot
pressybutton.com/

20. BRAINLESS
TRIGGER
Many more examples exist…
tap button voice photo text hashtag behaviour
http://bt.tn
Most developers are still looking for the
best use case.
Often a setup process is required, still too
complex for the average user.

21. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Call a private VIP concierge service
For $19.000 you have the
Vertu Clous De Paris
smartphone.
Expensive, but you can call
someone & ask whatever you
want:
“Cancel my flight & book me an
exclusive dinner tonight in NY.”

22. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Your Smart TV is listening.
Read more: Samsung TV spying?
Example:
Just talk to order groceries.
Dash also has a barcode scanner for
extra convenience. Amazon Echo (related)

23. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Point at clothing to shop ASAP54
Related: detect the clothes
people wear on TV: looklive.com
Example:
1 Photo = all real-estate info
Homesnap uses more ‘inputs’ than just the
photo. (e.g. location data)

24. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Ask whatever you want: getmagicnow.com
Magic takes an additional fee
on top of the products/services
they arrange for you.

25. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Text based assistant: Cloe
Example:
Or Amy, for scheduling meetings
More examples: The Future of Text,
jarv.co , a rare(!) male assistant

26. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
do your banking via Hashtags
Account holders receive feedback (Jifi)
via Direct Messages (Twitter)
Example:
#AmazonCart to shop.
Related: 2 years ago already,
Sina Weibo sold 666 cars in a similar way.

27. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
where the magic
happens

28. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
When I’m heading home, my Tado thermostat
anticipates my arrival & turns on the heating.
When I’ m almost at our
@boardofinno office,
this app will launch a TXT
message to pay for my
parking ticket.
Based on my real-time travel behaviour, different actions happen:

29. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
Light only where people are.
See presence detection movie: tvilight.com
Example:
SleepCycle monitors your sleep.
Wakes you up when you are in ‘light sleep’

30. BRAINLESS
TRIGGER
tap button voice photo text hashtag behaviour
Example:
follows your reading flow: Blendle
If you buy an article, but stop reading
<15 sec you’ll get your money back.
On a side note:
Our behaviour is being tracked by 1000
companies each day, but rarely triggers
actions for our own benefit as a user.
#tothinkabout @nickdemey for feedback.

31. BRAINLESS
TRIGGERImaging the automagical services that will use all our behavioural data!
Monitor Muscle
contraction: Leo
ElectricFoxy Pulse
tracks heart rate
Automatic tracks how
you drive.

32. What other examples should we add?
Let us know @nickdemey - @boardofinno
Industrial Innovation workshop (Lausanne, Switzerland)
by boardofinnovation.com

33. SPEED
flickr cc lazyousuf
deck by boardofinnovation.com - intrapreneurship consultancy

34. SPEED
FOCUS ON
no second to waste - instant gratification - bare minimum steps & intervention
experience of a quick solution - want it now
flickr cc lazyousuf
deck by boardofinnovation.com - intrapreneurship consultancy

35. Example:
Amazon Anticipatory Shipping
This patent is clever at so many levels!
Amazon follows your buying behaviour
(+ millions of other people).
When they notice you probably will buy a
product in the near future, they already
ship that item to a warehouse near you.
This to make sure an item can be delivered
hours after you clicked ‘buy’. #smart
SPEED

36. Example:
Instant access to quiet rooms
shows lofts, apartments to work
on your own (Breather)
Instant access via PIN code.
SPEED
Example:
Be the eyes for blind people
This app offers live video/chat to give
guidance to blind people. ‘I need help, now!’
Related: Solved - Instant help everyone.

37. Example:
Summon a drone (like a taxi)
Use voice commands to request a Drone
to take a selfie, for security,… learn more
SPEED
Example:
Do my groceries, bring within 1h
Instacart takes your shopping list & sends
someone to the store for you.

38. CONVENIENCE
Who nailed it?
flickr cc joshbousel
deck by boardofinnovation.com - intrapreneurship consultancy

39. brainless
trigger
invisible
speed
Examples that
really fit here.

40. The eBay experience The Gone experience-vs-
user goal
“I want to get rid of my old stuff & get paid.”
Gone App

41. This is what convenience looks like at
Snap a photo
Fill in form
Set a price
Follow auction
Trust buyer?
Find packaging
Visit Postal office
Receive money
“EBAY”

42. Snap a photo
Fill in form Receive money
they find the best price, ship a box, pick-up
This is what convenience looks like at
“GONE”Gone App

43. Snap a photo
Fill in form Receive money
no good price?
This is what convenience looks like at
ship a box, pick-up
Get Tax Write-off
option to recycle/donate
“GONE”

44. but… services like this are very new.
So far, the experience seems (almost) flawless:
A similar startup UseSold got acquired by Dropbox
Another new player: OfferUp

45. Other related companies that are nailing it:
Example:
Shyp: Send items, hassle-free
No packaging or complex administration
needed. Someone else will take care of it!
Snap a photo
Share details
Someone will
Pick-up item

46. Other related companies that are nailing it:
Example:
Amazon Flow: Point for price & info
Even the action of taking a picture has been
removed. Just point to see the all relevant
product info. Very powerful!
Point camera
1-click to order

47. Other related companies that are nailing it:
Example:
Copy keys with photo: KeyMe
(Optional)
Snap a photo
Click Order
Send Digital copy
to a contact

48. TO CONCLUDE

49. 2 routes to deliver convenience
MAKE IT EASIER
FOR A USER.
Strip extra steps, pre-fill,
use smart inputs (photo),…
LET SOMEONE ELSE DO IT
Outsource the task,
remove the hassle from the user

50. 2 routes to deliver convenience
MAKE IT EASIER FOR A
USER TO LET SOMEONE
ELSE DO IT. #WIN

51. Related: Slideshare presentation
Pssst… if you want you can
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