Before you fix the interface, make sure the interface is the problem.
A difficult screen may be the problem. It may also be the place where a deeper problem finally becomes visible.
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Less Friction insights
Useful thinking.
Without the theatre.
Practical perspectives on digital friction, customer journeys, usability, systems and the decisions that shape an experience.
Look beyond the screen
Find the useful signal.
A difficult digital interaction is not always a design problem. We examine the connections between people, content, process, technology and business intent so teams can improve the right thing.
THE FEATURED INSIGHT
DIAGNOSTIC THINKING · 6 minute read
Launch collection
Ideas worth acting on.
Each insight is written to help someone make a clearer decision. It is not content for the sake of content.
Your audience decides what your digital presence needs to do.
A takeaway shop, fine dining restaurant, barber and weekend market stall do not earn attention in the same way. Their digital presence should reflect that.
Read the article →Being easy to find is part of the customer experience.
A complete Google presence and a clear digital starting point help local customers find, trust and contact a business with less effort.
Read the article →AI can rebuild your website. Does it know what to fix?
Faster production is valuable, but speed cannot replace understanding the audience, the outcome and the real source of friction.
Read the article →Customers rarely leave because of one big failure.
Small delays, doubts and repeated effort accumulate. By the time a customer leaves, the business may only see the final click.
Read the article →What a useful digital score should actually tell you.
A score should create a clearer decision. Its value comes from the evidence, priorities and movement it reveals.
Read the article →When a micro interaction is not the bottleneck.
A polished button cannot repair unclear ownership, missing information or a broken handoff. Here is how to know when to look further.
Read the article →Our editorial standard
No trend reports dressed up as advice.
We write from the same position we bring to client work: begin with the human experience, follow the evidence across the ecosystem and make the next decision easier.
- Plain language over fashionable terminology
- Context before confident recommendations
- Business reality alongside customer need
- Practical action, including when not to redesign
Less Friction by email
One useful idea at a time.
Occasional articles about making digital experiences clearer, simpler and more human. No daily noise and no recycled sales sequence.