Lever: Reduce Friction
Aim: Make the key task effortless: smooth, quick, and error-free.

Now:

People pause. They backtrack. They give up. Completion drops and frustration spikes.
→

Then:

The path is clean. Most people finish in seconds on their first try, and with not stress.

Trigger test

Great, run this tactic.

Build

Tag the stalls

Mark where people pause, ask questions, hover, or go back.
Label the friction type:

  • Cognitive: it’s too much to think through
  • Physical: too many taps, scrolls, inputs
  • Emotional: uncertainty, fear of breaking things
  • Contextual: wrong time, device, or setting

Set your friction signal

Pick one core outcome to improve and one to protect.

  • Speed → e.g. time-to-complete ↓
  • Safety → e.g. error rate stable

Set a clear pass/fail target before you simplify.

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