"Frictionless" is the most misunderstood word in product. Why some steps build confidence while others leak customers, and five questions to ask before you remove one.
Nobody has ever abandoned a journey because it had too many steps. They abandon it because one step asked for something they didn't understand the reason for.
The Product Lens, edition 15 — published Oct 7, 2026, 8 min read. Written by Ambar Utkarsh, product leader at Star Health.