From logging in to direct access
Where logging in used to be taken for granted, it now quickly feels like an obstacle. Users want to do what they came for immediately, without forms or confirmation emails. This is especially true on mobile, where every extra step creates more friction.
The technical foundation in the Netherlands is certainly there. A digital infrastructure report shows that 99% of Dutch connections have access to fast broadband internet of at least 1 Gigabit per second. The infrastructure is therefore rarely an excuse for slow or cumbersome digital experiences.
However, the gap between what is technically possible and what companies actually offer remains large. Many SME systems have historically grown and are designed for control and internal processes, not for direct customer experience. This is becoming increasingly problematic.
Technology behind less friction
Frictionless experiences do not happen by themselves. They are the result of smart choices in technology and design. Cloud platforms make it easier to connect systems, while APIs ensure that data does not have to be filled in repeatedly.
Mobile plays a key role in this. According to recent smartphone purchase statistics, 39% of all online purchases are made via a smartphone. This forces companies to radically simplify interfaces and think mobile-first.
Automation also helps. Think of automatic identification, pre-filled data, and self-service solutions. The goal is always the same: to make the user think as little as possible about the process.
Implications for customer expectations
As frictionless experiences become more normal, expectations change rapidly. What felt innovative yesterday is the standard today. Customers compare a business portal just as easily with their favorite consumer app.
At the same time, entrepreneurs are increasingly realizing that digitalization is no longer a side issue. This is where the real challenge arises. Expectations rise faster than internal systems can keep up, widening the gap between promise and experience.
What this requires from SME systems
For SMEs, this means that optimization is not a one-time project, but an ongoing process. It starts with critically examining every step a customer has to take. Is that step really necessary, or is it mainly convenient for internal purposes?
Investing in simplicity pays off. Fewer screens, faster loading times, and clear choices make digital services more accessible. This sometimes requires letting go of familiar systems, but ultimately provides a competitive advantage.
Ultimately, frictionless UX is about respecting the user's time. Companies that put this principle at the center not only build better digital products but also stronger relationships with their customers.
