Product Management: Mode Shift Friction

General Assembly CPO on Product Management (Part 2)

When you think about friction, it normally comes across as a negative. However, there are forms of friction that product management teams can use to enhance the customer experience.

These opportunities emerge through mode shift friction – which represents how the effectiveness of a product or service changes when its use case changes. I will share some examples of companies who have utilized mode shift friction to create solutions for customers.

Are you familiar with Disney’s magic band? This is an RFID bracelet that Disney World visitors receive that gets them priority entry for rides. However, it also stores the customer’s information and can provide them with information about which rides are most popular. For example, when kids walk up to their favorite character, Goofy will know their name. In addition, Disney can track engagement with specific characters or sections of the park.

Another example involves international travel. To prevent issues with using your credit card, you have to call the provider and tell them when you’re traveling. However, credit card companies are getting smarter about this process. When I booked a recent trip, American Express knew my travel dates and sent me a message confirming that my card would be active during my upcoming trip. Outside of providing a great customer benefit, this also reduces the number of inbound calls for their customer service team.

In summary, the beauty of these examples is that there’s a combination of customer delight and improved business process. It’s a perfect example of how effective product management can find solutions for customers while having a positive impact on the business.

Click here for Part 1

Click here for Part 3