Friction Analysis
The systematic identification and measurement of obstacles that prevent users from completing desired actions in digital interfaces.
Definition
Friction analysis involves mapping user journeys to identify pain points, unnecessary steps, cognitive load, and technical barriers that impede task completion. This process combines quantitative data from analytics with qualitative insights from user research.
The analysis examines form complexity, loading times, navigation confusion, error states, and decision paralysis points to create a comprehensive understanding of user experience obstacles and their impact on conversion rates.
Why It Matters
Reducing friction directly correlates with improved conversion rates and user satisfaction. Even small improvements in checkout flows or signup processes can generate significant revenue increases and user acquisition improvements.
Friction analysis helps prioritize UX improvements with the highest business impact, ensuring design resources focus on changes that meaningfully affect user behavior and business metrics rather than cosmetic enhancements.
Examples in Practice
E-commerce companies analyze checkout abandonment by examining form field requirements, payment options, and shipping calculations to identify where customers drop off and why.
SaaS platforms study their onboarding flows to understand where new users struggle or abandon the setup process, then streamline steps to improve activation rates.
Mobile banking apps examine authentication flows, bill payment processes, and account navigation to reduce the time and effort required for common financial tasks.