Testing for trust and friction points

One of the most underrated exercises a security leader can run is a Security Friction Map. Most teams focus on control gaps. Fewer take the time to ask: 👉 Where is security unintentionally slowing the business down? Instead of just hunting for vulnerabilities, go ask your peers in product, engineering, sales, legal, and ops: “Where does security feel like a bottleneck?” Then listen. Map the points where things break down—approvals, reviews, tool sprawl, unclear requirements, delays. Look for patterns. Prioritize by business impact. You’ll uncover: - Places where better enablement beats more enforcement - Opportunities for automation or delegation - Quick wins that build trust and reduce friction without increasing risk This is how security shifts from being seen as a blocker to becoming a strategic partner. #securityleadership #ciso #cybersecurity

I get irrationally frustrated when I spend ages researching a product - bouncing between websites, reviews, and platforms - only to finally commit… and then discover it’s out of stock. It feels like all that intent, time, and energy just evaporates. The reality is that there is a large gap in online capabilities across the industry. As a consumer, instances of things like "stockouts" don't just cost a sale, they erode trust, halt customer acquisition and destroy momentum. And in a world where convenience wins, even good intentions can be undone by a single friction point. It turns out I’m not alone. Our research with Microsoft Advertising shows that 28% of shoppers often experience this, among a range of other points of friction that are damaging retailers’ sales. Every misaligned landing page, every broken promotion, every out-of-stock item that shows up in search… it's just bad UX. Our research uncovered a staggering insight: 1 in 5 shopping journeys are abandoned due to friction. And it’s high-value shoppers, digitally engaged customers, who are the least forgiving. 1️⃣ Friction isn’t random. It’s predictable. We saw six recurring issues: ➡️ Misaligned landing pages ➡️ Stock inaccuracies ➡️ Unexpected shipping costs ➡️ Price discrepancies ➡️ Failed promotions ➡️ Inconsistent loyalty rewards Each one chips away at trust and encourages shoppers to look elsewhere. 2️⃣ Frequent online shoppers experience the most friction. These are the customers who shop regularly, spend more, and are more digitally engaged. And they’re the ones facing the most pain: ➡️ 41% say the product page didn’t match the ad ➡️ 40% had discount codes fail at checkout ➡️ 39% encountered stock-outs at the last step ➡️ 38% saw price changes post-click ➡️ 37% said loyalty rewards didn’t carry over The most valuable customers with the highest LTV are being let down the most. 3️⃣ Friction hurts conversion and loyalty. Our research shows that over 50% of consumers spend less with brands when they encounter friction. And 40% will look elsewhere entirely if there’s inconsistency between your app, website or store. The bottom line is that poor UX has a direct impact on profitability. And the six areas of friction signal deeper-rooted issues across teams, tech stacks, and channels. And that misalignment is directly costing conversion, customer lifetime value, and brand trust. 💥 Inventory not syncing with front-end search. 💥 Promotions set centrally but broken at the point of checkout. 💥 Loyalty schemes behaving differently across touchpoints. Fixing this means aligning merch, tech, marketing and supply chain around the same journey, the one customers are actually taking. There is also an irony about how much it costs to acquire customers, when many retailers are then just disappointing them. Consistency in pricing, promotions, availability and experience is a strategic differentiator. 🔗 Download the report now https://lnkd.in/e9abZQQW

Most PMs talk features. I care about friction. You can ship a dozen features, redesign the homepage twice, and still have users ghost your product. Why? Because the experience quietly drains them. Micro-frustrations add up. And no one logs them in JIRA. Here’s my 4-question Friction Audit I run on every product I touch: 1. Where are users pausing? ⏸️ That pause isn’t indecision — it’s resistance. Watch recordings. Identify the freeze points. 2. What’s making them think twice? 🤔 Are your buttons, flows, or labels forcing decisions before trust is built? 3. How many dead ends exist? 🚧 Every unclear CTA, broken link, or weird back button creates a silent exit. 4. Are we over-designing trust? 🔒 Long forms, excess onboarding, unnecessary “safety” features = drop-offs. You don’t need more features. You need to remove what gets in the way. That’s what growth looks like. → What questions do YOU ask when you audit user flow?

𝗧𝗵𝗲 𝘁𝗿𝘂𝘁𝗵 𝗮𝗯𝗼𝘂𝘁 𝗩𝗼𝗶𝗰𝗲 𝗼𝗳 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿? It’s broken. Not because customers stopped speaking, but because brands stopped listening like it mattered. Surveys. Scores. Dashboards. 𝗧𝗵𝗮𝘁’𝘀 𝗻𝗼𝘁 𝗹𝗶𝘀𝘁𝗲𝗻𝗶𝗻𝗴. That’s forced interaction. The modern customer isn’t waiting to be surveyed. They’re 𝘭𝘦𝘢𝘷𝘪𝘯𝘨 𝘴𝘪𝘨𝘯𝘢𝘭𝘴 𝘦𝘷𝘦𝘳𝘺𝘸𝘩𝘦𝘳𝘦 - in chats, returns, reviews, support tickets, SMS threads, order cancellations, product reconfigurations, social media, dark social (Reddit, Discord, etc) But most “VoC programs” are still stuck chasing NPS trends while the business burns. Modern Voice of Customer = 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗦𝗶𝗴𝗻𝗮𝗹 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 It’s not about asking questions. It’s about 𝗮𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝗶𝗻𝗴 𝗮 𝘀𝘆𝘀𝘁𝗲𝗺 that 𝘢𝘣𝘴𝘰𝘳𝘣𝘴 𝘴𝘪𝘨𝘯𝘢𝘭, connects it to business outcomes, and triggers action. What You Should Be Measuring Instead: ✅ % 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝗶𝗲𝗱 - How much of your incoming feedback actually maps to a real friction point, journey stage, or operational failure? ✅ % 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 𝗧𝗶𝗲𝗱 𝘁𝗼 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗜𝗺𝗽𝗮𝗰𝘁 - How many of those signals correlate with churn, CLV drop, conversion loss, or increased cost-to-serve? ✅ 𝗖𝗼𝗻𝘁𝗲𝘅𝘁𝘂𝗮𝗹 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 (𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝗮 𝗦𝗰𝗼𝗿𝗲) - Not “61% negative.” But: “61% 𝘯𝘦𝘨𝘢𝘵𝘪𝘷𝘦 𝘴𝘦𝘯𝘵𝘪𝘮𝘦𝘯𝘵 𝘢𝘳𝘰𝘶𝘯𝘥 𝘥𝘦𝘭𝘪𝘷𝘦𝘳𝘺 𝘴𝘱𝘦𝘦𝘥 𝘵𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺.” “78% 𝘱𝘰𝘴𝘪𝘵𝘪𝘷𝘦 𝘴𝘦𝘯𝘵𝘪𝘮𝘦𝘯𝘵 𝘰𝘯 𝘱𝘰𝘴𝘵-𝘱𝘶𝘳𝘤𝘩𝘢𝘴𝘦 𝘴𝘶𝘱𝘱𝘰𝘳𝘵.” That tells a story. That’s signal intelligence. ✅ 𝗦𝗶𝗴𝗻𝗮𝗹 𝗩𝗲𝗹𝗼𝗰𝗶𝘁𝘆 - What’s emerging fast? What’s fading out? Velocity = your 𝘦𝘢𝘳𝘭𝘺 𝘸𝘢𝘳𝘯𝘪𝘯𝘨 𝘳𝘢𝘥𝘢𝘳. ✅ 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻 𝗙𝗮𝘁𝗶𝗴𝘂𝗲 𝗦𝗰𝗼𝗿𝗲 How often is the same friction mentioned with no resolution? High friction fatigue = 𝗹𝗼𝘀𝘁 𝘁𝗿𝘂𝘀𝘁. Your brand becomes a broken record and customers stop playing. CX isn't a function of feedback. It’s a function of 𝘀𝗶𝗴𝗻𝗮𝗹 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲. You don’t need another dashboard. You need a listening architecture that fuels performance. That’s Experience Signal Intelligence. #UnfckYourCX #ExperiencePerformanceSystem  #ExperienceDesign #SignalIntelligence #CLV #VoC #NPS #surveys

Critique this (real) team's experiment. Good? Bad? Caveats? Gotchas? Contexts where it will not work? Read on: Overview The team has observed that devs often encounter friction during their work—tooling, debt, environment, etc. These issues (while manageable) tend to slow down progress and are often recurring. Historically, recording, prioritizing, and getting approval to address these areas of friction involves too much overhead, which 1) makes the team less productive, and 2) results in the issues remaining unresolved. For various reasons, team members don't currently feel empowered to address these issues as part of their normal work. Purpose Empower devs to address friction points as they encounter them, w/o needing to get permission, provided the issue can be resolved in 3d or less. Hypothesis: by immediately tackling these problems, the team will improve overall productivity and make work more enjoyable. Reinforce the practice of addressing friction as part of the developers' workflow, helping to build muscle memory and normalize "fix as you go." Key Guidelines 1. When a dev encounters friction, assess whether the issue is likely to recur and affect others. If they believe it can be resolved in 3d or less, they create a "friction workdown" ticket in Jira (use the right tags). No permission needed. 2. Put current work in "paused" status, mark new ticket as "in progress," and notify the team via #friction Slack channel with a link to the ticket. 3. If the dev finds that the issue will take longer than 3d to resolve, they stop, document what they’ve learned, and pause the ticket. This allows the team to revisit the issue later and consider more comprehensive solutions. This is OK! 4. After every 10 friction workdown tickets are completed, the team holds a review session to discuss the decisions made and the impact of the work. Promote transparency and alignment on the value of the issues addressed. 5. Expires after 3mos. If the team sees evidence of improved efficiency and productivity, they may choose to continue; otherwise, it will be discontinued (default to discontinue, to avoid Zombie Process). 6. IMPORTANT: The team will not be asked to cut corners elsewhere (or work harder) to make arbitrary deadlines due to this work. This is considered real work. Expected Outcomes Reduce overhead associated with addressing recurring friction points, empowering developers to act when issues are most salient (and they are motivated). Impact will be measured through existing DX survey, lead time, and cycle time metrics, etc. Signs of Concern (Monitor for these and dampen) 1. Consistently underestimating the time required to address friction issues, leading to frequent pauses and unfinished work. 2. Feedback indicating that the friction points being addressed are not significantly benefiting the team as a whole. Limitations Not intended to impact more complex, systemic issues or challenges that extend beyond the team's scope of influence.

I don’t believe in outcome-driven copy, it makes your product feel OPTIONAL. Like something prospects could want someday, not something they feel pressed to solve today/this week. For Socialeads.io I did the opposite... 🔺 Outcomes (promise-based messaging anchor) “Drive more revenue with LinkedIn content.” Sounds strategic. But at 1PM the marketer staring at their feed isn’t wanting “more revenue now!” They’re wondering why the last 15 posts in a row got likes yet zero pipeline movement.. and what the heck to post today. ✅ Symptoms (friction-based messaging anchor) “You’re writing 3 LinkedIn posts a week and still guessing which one got someone to book the demo.” That single sentence lands because it describes the EXACT moment of frustration, not an abstract future win. The first version was a polite aspiration, the second is a felt reality, and that is an instant relevance! Why does the outcome copy not work? - Premature promises: Users haven’t earned the right to care about your revenue target yet. - Missing friction: Success is described, but the obstacle never shows up. - Context collapse: Reads well on a slide, dies the second it meets a real workflow (best-fit customer JTBD) Symptoms make the solution feel urgent (without cheesy FOMO techniques!) Symptoms happen on random Tuesdays when the job stalls, like for Socialeds: → 40 demos booked, no idea which posts helped →Constant CRM refresh, still guessing what’s moving → The team wants to repurpose content, but you have no data to guide them These are FRICTION points (not generic pain points!!) and friction is what finally moves people to act. How I surface the symptom (JTBD quick pass) 1. Map the job from “I notice a problem” to “I take action.” 2. Zoom in on stalls, those hesitate-recheck-ask moments. 3. Hunt repetition in support tickets, call notes, and onboarding questions. 4. Echo their words exactly, no product terms, just what they say. 5. Find 1-2 moments that usually slow the whole process. That’s your messaging anchor: The friction you name, the fix you offer. When copy starts with that anchor, the homepage finally orients the reader, the deck speeds up, demos start halfway through the story, and leads arrive already knowing WHY they’re there. 👋 If your copy still reads like a strategy deck instead of something a user would blurt out in frustration, DM me. I’ll show you how we rewired Socialeads.io around real friction and how we can do the same for your product.

Most brands think their checkout friction is about tech Wrong It’s about all the stuff you decided before checkout that made the experience clunky Here’s where friction 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 starts: 𝟭. 𝗖𝗮𝗿𝘁 𝗹𝗼𝗴𝗶𝗰 𝘁𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝗽𝗲𝗼𝗽𝗹𝗲 𝗿𝗲𝘁𝗵𝗶𝗻𝗸 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 You’ve got a free shipping bar that only shows 𝘢𝘧𝘵𝘦𝘳 I add something Or a discount code field that looks like it’s for people who know something I don’t Now I’m thinking, wait... should I go find a code? Every second I spend here = lower chance I convert 𝟮. 𝗬𝗼𝘂 𝗳𝗼𝗿𝗰𝗲𝗱 𝗺𝗲 𝗶𝗻𝘁𝗼 𝘆𝗼𝘂𝗿 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺 𝘁𝗼𝗼 𝘀𝗼𝗼𝗻 Create an account to continue  Why?  You just turned intent into a task Guest checkout should be the default unless you really have a valid reason to have it, and I do not care what you accounting or IT team said 𝟯. 𝗧𝗼𝗼 𝗺𝗮𝗻𝘆 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 𝗮𝘁 𝘁𝗵𝗲 𝗳𝗶𝗻𝗶𝘀𝗵 𝗹𝗶𝗻𝗲 This is a big one  You show: 3 shipping speeds or oprions 5 payment methods 5 upsells That’s friction You’re turning checkout into a quiz Default me into the 𝘮𝘰𝘴𝘵 𝘤𝘰𝘮𝘮𝘰𝘯 path Let me change it if I want But don’t ask me to configure everything 𝟰. 𝗠𝗼𝗯𝗶𝗹𝗲 𝗶𝘀𝗻’𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗲𝗱... 𝗶𝘁’𝘀 𝗷𝘂𝘀𝘁 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝘃𝗲 You tested on desktop But 78% of your traffic is mobile And your sticky Pay Now button overlaps with the Apple Pay modal Or worse... the CTA disappears unless you scroll That’s not mobile-optimized That’s mobile-neglected Oh, and if you tested mobile by resizing your screen or using dev tools…umm, that is not best practice. Far from it. Get your phone out and do it as your buyer would. 𝟱. 𝗬𝗼𝘂𝗿 𝘁𝗿𝘂𝘀𝘁 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 𝗱𝗼𝗻’𝘁 𝗲𝘅𝗶𝘀𝘁 Let’s say I’m a new customer I’ve never bought from you You’re not on Amazon Do I see: Secure checkout badge? Trusted payment logos? Reinforcements about easy returns and/or exchanges. Reminders that a canceling your subscription is a click away. A visible returns policy at checkout? If not... you’re asking me to trust you 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘨𝘪𝘷𝘪𝘯𝘨 𝘮𝘦 𝘢 𝘳𝘦𝘢𝘴𝘰𝘯 Want better conversion? Fix the journey before the final step That’s where the real leaks are

The Misalignment Diagnostic When people keep making “bad decisions,” assume they’re responding to a system that made those choices feel smart. Misalignment doesn’t always show up as conflict. Sometimes it looks like progress, until the wrong thing ships, the right people burn out, or the same debate reappears six weeks later. If you're running an org, this is what to look for: 1. What behavior actually gets rewarded? Ignore the values page. Look at promotions, shoutouts, and who gets pulled into big projects. That’s your real culture map. 2. Who owns outcomes, and who just absorbs consequences? When praise is collective but blame is personal, the team stops taking risks. Not out of fear but out of experience or even habit. 3. Where do roles quietly conflict? Design needs fast loops. Legal needs control. Sales needs certainty. The environment incentivizes these needs even though it manifests in the personalities. 4. What requires back-channeling to get done? If people default to side conversations, they’ve learned the real work happens outside the process. People are simply adapting to the environment. 5. What tradeoffs stay unspoken? If no one can say, “We’re prioritizing visibility over depth,” the team will still make that tradeoff. Just without alignment or accountability. 6. What happens when someone slows the team down on purpose? Do they get sidelined or taken seriously? That moment tells you whether speed is valued more than trust. 7. Who’s quietly holding the company together? If alignment relies on a few people smoothing friction behind the scenes, the system isn’t functional. It’s dependent on discretion which is what gets incentivized. What to do with what you find: If incentives don’t match priorities, reset the defaults. If success depends on heroics, fix the environment before it burns people out. If your team is waiting for alignment, check if they’re also waiting for permission. If your process looks clean on paper, test it against a moment of real tension. People are constantly adjusting to the environment you built. They’re learning what keeps them in the room. What gets them labeled difficult. What’s safe to say, and what makes things awkward. If your best people are constantly managing the gap between the work and the system, you don’t have alignment. You have quiet resistance, disguised as productivity.

Last June, we started showing a number on every ticket our agents work on. We call it the 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐅𝐫𝐢𝐜𝐭𝐢𝐨𝐧 𝐈𝐧𝐝𝐞𝐱. It’s not fancy. No AI. No dashboards with fireworks. Just a simple way to measure how much frustration a customer is likely feeling. From what I’ve seen, frustration spikes when: - There are too many back-and-forths - The ticket changes hands internally - Customers wait too long between replies So we gave it a formula: CFI = (Back-and-Forths × 1.0) + (Internal Handoffs × 0.5) + (Avg Delay per Interaction × 0.25) That’s it. The number isn’t there to judge anyone. It’s there to make the invisible visible. When agents see friction building, they can do something about it — before it becomes the story the customer remembers. You could pull the same data from your helpdesk and try it yourself. Track it for a few weeks. See what you learn. Because improving speed is great. But lowering friction is what builds trust.