At one point in the meal, Bezos said, “We need something to make the ordering system frictionless. We need to make it so the customer can order products with the least amount of effort. They should be able to click on one thing, and it’s done.” Recalling the experience, Hartman says his marching orders were clear: “The goal was to make it easier.” Bezos recognized that “the more steps there were, the more time they [the customer] had to change their mind. If you can get the user to buy it with one click they are more likely to make the purchase.”
