And it's not just mobile apps that suffer the problem of friction. Last night my wife sat down to put a holiday card together on Shutterfly. When she had it to

And it's not just mobile apps that suffer the problem of friction. Last night my wife sat down to put a holiday card together on Shutterfly. When she had it to her satisfaction she started the ordering process. A message displayed on the site telling her that she needed to login. She dug out the user name/password and logged in. Her card was lost. I tried for 15 minutes without success to get it back. At 11:15pm, after a full day of work and family activities, she had to start over. Her comment to me was, "Why the hell does software have to be so hard to use?" Excellent question. (Note, we've had issues with Apple's service as well, so I'm not trying to make a point about Shutterfly's service being better/worse than competitors' services. I'm just using Shutterfly as an example of a mature service creating friction for users.)