Friction is the enemy in tech

The most common feature of popular tech platforms is they are stupidly easy to use. In tech nothing else matters.

We spend hours reviewing user interaction within Nutrip. What we’re looking for is friction - functionality that users hesitate at or they simply don’t get.

As a product owner, understanding how users interact with your platform is the number one priority. If users cannot complete tasks efficiently entering the information the customer needs, then they’re in trouble and so are we.

Understanding how customers use our platform is time-consuming, laborious and often frustrating. However, it’s also incredibly rewarding, especially when an update is pushed that allows users to breeze through tasks they previously struggled with.

It’s been eight months since we deployed Nutrip to our first customer. We have had eleven thousand users successfully log in and navigate their way around the platform to complete tasks. It’s been a success; it had to be.

Organisations heavily rely on the information we collect within Nutrip: travellers, travel arrangers, approvers, risk managers, HR managers, procurement, finance, compliance, sustainability and audit. If we make it hard for everyday users to enter information into our platform, then we will have failed these people and more.

This is why we pay so much attention to the user experience. Happy users means better outcomes for everyone within the organisation.