Products and services that are difficult to use can frustrate consumers and result in lost business, especially in an age that increasingly demands speed, simplicity, and immediacy, in line with the high benchmarks set by retail and other non-financial services providers.

If products can be bought easily and with minimal effort, there is an increased likelihood of the customer returning.

Complications/difficulties arise when consumers are forced to use archaic services on modern platforms, such as the use of an original website on a smartphone and/or tablet device.

Ease of use has a better tendency to help consumers gain the desired results if the service is appropriate to the platform in use. This is where device optimization plays an important role.