An article by Kim Verbrugghe, Head of Product and Experience Design at Orchard Frictionless isn’t the answer to better CX Many CX designers will tell you to find the pain points and then go fix them, rendering the experience ‘frictionless’. Now, ask yourself this: why is it that IKEA still won’t assemble that bedside table for me? The short answer? Because they don’t always listen to their customer. And because frictionless isn’t always the answer. In IKEA’s…