If it takes more than one step...

I’m not doing it. 

How many times have you gone through the sign up phase of a website and left early because it took too long? 

This is what Apple do so well. You buy a device from them and you can use it as it is. You don’t need to buy more software, it’s all there for you. And if you want to customise it, you can. 

Taxi’s weren’t broken until Uber came along. Now you could get a taxi with one tap. No need to enter your location either, it’s already in the app.

We’ve become impatient because everything online should be available now. Right now. And if it isn’t, we’ll go somewhere else to get it.

If you want to be found, be easy to find. If you want more users, remove the roadblocks.