When you reduce friction, make something easy, people do more of it.
—Jeff Bezos, Founder and CEO, Amazon
A couple of millennia after Roman engineers were punching impressively smooth and straight roads through the wilds of the ancient world, Kintan Brahmbhatt has a somewhat similar role at e-commerce giant Amazon.
Officially, Brahmbhatt is Product Design Manager with responsibility for a range of Amazon’s products like video and music services. He is focused on improving how the products enable users to interact with these products and supervises a group of product managers.
Unofficially, Brahmbhatt is Amazon’s friction evangelist. He visits conferences around the country preaching the gospel of fighting friction. ...