Seamless UX is critical to any online business. Good products deliver great value, but not only do they deliver great value, but their experiences are so well thought out and executed that their strategy goes unnoticed. In other words, their user experiences are invisible.
When designing the experience and interactions of a product, we always ask ourselves what is the least amount of work a user has to do, to achieve their desired outcome. This is the way your business should think, because users don’t like to think and more – they don’t like to feel stupid.