Do your customers or clients earn lots of money? What does a minute cost them while they are waiting for their application? What does it cost to get confused or lost? What does it cost when the workflow does not match how they work?

Frictionless design is the idea that you remove all the barriers to getting work or your task done. Design the best design and then make it perfect for the customer. Do not let the application get in the way of doing work. Do not make the user think about how the application is built when trying to get work done.