if the app takes too long to load, it's a friction. if you ask the user to sign up before using the software, it's a friction. if you ask the user to wait for a

if the app takes too long to load, it's a friction. if you ask the user to sign up before using the software, it's a friction. if you ask the user to wait for a photo to upload before edit, it's a friction. little frictions add up. our goal was to build a viral application and our approach was to have far less friction than our competitors. it worked because our top traffic source was direct traffic. when you bring up the word "viral", the knee jerk reaction was to integrate with twitter. the reality is that asking permission to someone's twitter feed actually add a lot friction. that's the point we are trying to bring across. as for the bloggers, if you read the article, you would see that we didn't reach out to bloggers and journalists. we simply reduced the friction for bloggers to covers us by providing a dedicated press faq page along with all the collaterals, and a free premium license.