Friction defines experience. The more roadblocks you encounter when you are trying to accomplish a goal, the more challenging it feels. The goal for most interfaces is to eliminate friction and steps/clicks, but in some cases adding friction can help users slow down and think about their actions. This is key in changing consumer behavior vs. modeling consumer behavior, which uses consistency, familiarity and simplicity to increase conversions.

I work with teams to both clarify their product goals and help them understand customer needs and challenges. This is typically accomplished using a range of user research methods, design principles and competitive analysis.

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