Ditching native mobile apps to eliminate user friction
Back in 2013, we co-founded one of the earliest real-time spot market TMS platforms. The platform itself worked, but we hit a massive operational wall: drivers flat-out refused to download another native app.
That driver resistance forced us to pivot and build an appless tracking system instead, which solved the onboarding bottleneck overnight.
Fast-forward to today, and we see the exact same mistake repeated across B2B, field services, and logistics: forcing operational end-users to install native apps, remember passwords, or navigate complex portals just to update a status.
For makers and developers building B2B software:
Where do you draw the line between forcing a native app install vs. building zero-friction web flows?
Have you ever had a core product feature get blocked entirely by user onboarding friction?
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