SlideShare ist ein Scribd-Unternehmen logo
1 von 21
Downloaden Sie, um offline zu lesen
10-Steps to a friction-free app
James Buckhouse

SEQUOIA DESIGN LAB
We’ve created a friction audit
in 10 steps you can do in
about 90 minutes.
If this doesn’t become the
best 90 minutes of your
product-creating life, then we
owe you a coffee…
BUCKHOUSE & SEQUOIA DESIGN LAB
A friction audit is a list of every moment
of confusion, frustration, concern or
delay in your product experience and a
plan for how to improve the total
experience.
What is a friction audit?
Why does removing
friction matter? 



For many companies, removing friction is
the single most important thing you can
do to help your app grow.
A friction audit will help you improve your
NUX, conversion, retention, resurrection,
spend, LTV, organic referrals, and customer
happiness.
Here’s a bit of background on why…
80-150 TIMES PER DAY.
We check our phones an estimated
Source: Get Locket, 2015 and John Maeda, 2015; Apple places the number closer to 80 times a day. Other studies go as high as 300x per day (when you’re on vacation)
100k
200k
300k
400k
A little friction really
adds up when it’s
multiplied by 150.
New users

Revenue

Retention

Engagement
Once someone has a bad experience, 

they are much less likely to come back
and try again once you’ve 

fixed the problem and are much more
likely to dissuade others from trying
your app or service.
Even worse
Growth will accelerate
when people love the
experience so much that
they share it with
friends and coworkers.
New users

Revenue

Retention

Engagement
But if you get it right…
10-Steps to a friction-free app
Don’t start your friction audit on the first
screen of your app—start long before that.
Trace the entire journey from the first glimmer
of interest to the moment your customer
deliriously recommends the pleasure of your
app to another human soul.
1. Start before 

the beginning
Document every step in the journey and turn it
into a friction deck. Include a screenshot or photo
and a description of the moment and how long it
takes to do the step.
Make a note of anything that would potentially
annoy people or cause confusion or delay—or
anything that fights against your core story.
If you have actual usage data, associate it with
each step in the journey. If you have test users,
watch them try to tap through your experience.
If you have neither, then do your best to see your
own app as a beginner might—where every
experience is new and every outcome unknown. 
2. Make a friction deck
As you are doing the audit, ask yourself the big
question: How long does it take for a person to go
from awareness to a feeling that using your app
was totally worth the effort? 



How might we reduce the time to a near instant
positive response? Give yourself an awareness-to-
worth-it baseline score in seconds (i.e. it takes 4
minutes and 37.8 seconds for a person in our
target group to go from seeing an ad or a link or
hearing about your app from a friend to actual
satisfaction while using your app. 



Set a goal for your team to improve this number
with every new product iteration, feature, and
design.
Your baseline number might be really slow.
Example: It takes 3 months of occasional usage
and 18 emails to go from awareness to worth it.
Or it might be nearly instantaneous.

Example: 9 seconds after tapping the link, the app
was installed and I knew instantly that I was going
to LOVE it—from the very first glance. 
Working to reduce your awareness-to-happiness
time will help you see the value in having a fast
load time, in reducing the complexity of your on-
boarding process, and prioritizing elements of an
experience that get you to that moment when
everything seems “worth it” sooner. 
3. Set a baseline for your 

awareness-to-worth-it time. 
The work required to optimize your NUX (new
user experience) is never finished.
Pay special attention to every step in your NUX.
Have people in your target audience try to make
it through your NUX. 

Ask if you can record the session on your phone.
If the person agrees, later show the video of pain
to your whole team. Nothing motivates
company-wide friction reduction like witnessing
the anguish of actual people trying to sign-up.
Once you’ve found a way to improve your NUX,
keep iterating.
There is always more work to be done on the
NUX. Every tiny fraction of friction you can
eliminate will have tremendous downstream
benefits. 
4. Your NUX is never done.
Do not hide the money button.

Record every step in your payment flow. Make it
obvious to people how to give you money. Do not
hide the money button. If people love your
product, they will happily pay for it. Your
experience suffers if people have to search in vain
for a way to pay you. It is rude to frustrate a
customer who wants to pay. The payment
experience should embody the best elements of
your brand. It should not feel like a separate,
transactional experience. It should feel like the
realization of your brand’s promise of
transformation (especially if it is an upgrade flow
from FREE to PRO). 
5. Do not hide the money button
A/B test your copy. Tiny changes in your
copy can have instantaneous positive
effects. Different copy works better for
different apps and in different regions.
There is no cheaper way to increase your
revenue, retention, and engagement than
to optimize your micro-copy.
For more, check out the 

Magic of micro-copy
by John Saito of Dropbox. 
6. Language matters
7. Share in two-taps
If people love your app they will
want to share it with friends.
Why?
Sharing a great recommendation
makes the sender look good in
the eyes of their friends.
To put this psychological truth to
use, create an in-app mechanism
for sharing that is generous,
natural, obvious, and friction-free
and gives people what they
actually want (while still finding a
way to get what you need (sign-
ups, conversions, re-activation,
etc.). Record every step in the
sharing process. Does the
mechanism work as expected?
Does it require multiple layers of
sign-in and navigation? Or does it
do the job in less than two taps? 
Figure out how long it will take to address
each problem and then estimate how much
of an impact each fix will have (on sign-up,
retention, LTV, engagement, churn, etc.).
Then rank each according to Jess Lee’s
magical equation of impact/effort to make
a plan to do the most for the least. Some
of the fixes will be easy and will have a
huge impact—do these right away.
Others will be very hard to implement and
have no positive impact (or negative
impact)— skip these. Most will be in the
middle and require a nuanced evaluation.
Want more on this topic? See Sequoia
partner Mike Vernal’s short video on the
secret to product prioritization: Do the
Most Important Thing. 
8. Impact/Effort
Big Impact
Low Impact
EasyHard
9. Fast almost always wins, 

but not always
Fast almost always wins, but not always.

Just as a car slows down to take a curve in
the road, adjusting the speed of your flow can
make sense in certain moments to keep the
total experience optimal. 

Sometimes a slightly slower UX flow will yield
less cognitive friction (even as it takes more
time to move through). Clarity matters more
than brevity. Just be sure to speed up again
on the straightaways. 
10. Revisit your audit Perpetually maintain your friction audit to account
for changes in the world. Strive to ever improve.
New features will add new friction. New behaviors
and cultural realities will change how people use
your app. Listen. Adjust. Improve. Achieve.
Once you’ve run your Friction Audit—we’d love to
hear about it. Email us and let us know what
happened. Nothing would make us happier than to
know that one of these steps might have helped
you achieve your goals. 
buckhouse@sequoiacap.com 
Email us!
Thank you!
SequoiaDesignLab.com

Weitere ähnliche Inhalte

Was ist angesagt?

Secrets to a Great Team
Secrets to a Great TeamSecrets to a Great Team
Secrets to a Great TeamElodie A.
 
How To (Really) Get Into Marketing
How To (Really) Get Into MarketingHow To (Really) Get Into Marketing
How To (Really) Get Into MarketingEd Fry
 
Minimum Viable Product
Minimum Viable ProductMinimum Viable Product
Minimum Viable ProductEric Ries
 
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness Ogilvy
 
Measure Your Way to Success by Sephora's former Dir. of Product
Measure Your Way to Success by Sephora's former Dir. of ProductMeasure Your Way to Success by Sephora's former Dir. of Product
Measure Your Way to Success by Sephora's former Dir. of ProductProduct School
 
Define your B2B Brand Positioning
Define your B2B Brand PositioningDefine your B2B Brand Positioning
Define your B2B Brand PositioningBeloved Brands Inc.
 
The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)Erin 'Folletto' Casali
 
How to Build a Product Vision by Spotify Product Manager
How to Build a Product Vision by Spotify Product ManagerHow to Build a Product Vision by Spotify Product Manager
How to Build a Product Vision by Spotify Product ManagerProduct School
 
Frédérique Game - WordCamp Paris 2023.pdf
Frédérique Game - WordCamp Paris 2023.pdfFrédérique Game - WordCamp Paris 2023.pdf
Frédérique Game - WordCamp Paris 2023.pdfFrédérique Game
 
Getting to Minimum Viable Product (MVP)
Getting to Minimum Viable Product (MVP)Getting to Minimum Viable Product (MVP)
Getting to Minimum Viable Product (MVP)swong02
 
7 Proven Templates for Writing Value Propositions That Work
7 Proven Templates for Writing Value Propositions That Work7 Proven Templates for Writing Value Propositions That Work
7 Proven Templates for Writing Value Propositions That WorkTor Grønsund
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILIvan Chernopyatko
 
Why you Need to Invest in Cloud Kitchen?
Why you Need to Invest in Cloud Kitchen?Why you Need to Invest in Cloud Kitchen?
Why you Need to Invest in Cloud Kitchen?Abhinav Saxena
 
Flipkart Super App Launch Strategy.pdf
Flipkart Super App Launch Strategy.pdfFlipkart Super App Launch Strategy.pdf
Flipkart Super App Launch Strategy.pdfpratikshasachan3
 
Business Model Canvas
Business Model CanvasBusiness Model Canvas
Business Model CanvasWei Li
 
Hooked Model
Hooked ModelHooked Model
Hooked ModelNir Eyal
 
The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...
The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...
The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...HighSpark | Visual Storytelling Agency
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand StrategyVCU Brandcenter
 

Was ist angesagt? (20)

Secrets to a Great Team
Secrets to a Great TeamSecrets to a Great Team
Secrets to a Great Team
 
How To (Really) Get Into Marketing
How To (Really) Get Into MarketingHow To (Really) Get Into Marketing
How To (Really) Get Into Marketing
 
Minimum Viable Product
Minimum Viable ProductMinimum Viable Product
Minimum Viable Product
 
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness
 
Measure Your Way to Success by Sephora's former Dir. of Product
Measure Your Way to Success by Sephora's former Dir. of ProductMeasure Your Way to Success by Sephora's former Dir. of Product
Measure Your Way to Success by Sephora's former Dir. of Product
 
Define your B2B Brand Positioning
Define your B2B Brand PositioningDefine your B2B Brand Positioning
Define your B2B Brand Positioning
 
The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)
 
How to Build a Product Vision by Spotify Product Manager
How to Build a Product Vision by Spotify Product ManagerHow to Build a Product Vision by Spotify Product Manager
How to Build a Product Vision by Spotify Product Manager
 
What Insights are?
What Insights are?What Insights are?
What Insights are?
 
Minimum viable product
Minimum viable productMinimum viable product
Minimum viable product
 
Frédérique Game - WordCamp Paris 2023.pdf
Frédérique Game - WordCamp Paris 2023.pdfFrédérique Game - WordCamp Paris 2023.pdf
Frédérique Game - WordCamp Paris 2023.pdf
 
Getting to Minimum Viable Product (MVP)
Getting to Minimum Viable Product (MVP)Getting to Minimum Viable Product (MVP)
Getting to Minimum Viable Product (MVP)
 
7 Proven Templates for Writing Value Propositions That Work
7 Proven Templates for Writing Value Propositions That Work7 Proven Templates for Writing Value Propositions That Work
7 Proven Templates for Writing Value Propositions That Work
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAIL
 
Why you Need to Invest in Cloud Kitchen?
Why you Need to Invest in Cloud Kitchen?Why you Need to Invest in Cloud Kitchen?
Why you Need to Invest in Cloud Kitchen?
 
Flipkart Super App Launch Strategy.pdf
Flipkart Super App Launch Strategy.pdfFlipkart Super App Launch Strategy.pdf
Flipkart Super App Launch Strategy.pdf
 
Business Model Canvas
Business Model CanvasBusiness Model Canvas
Business Model Canvas
 
Hooked Model
Hooked ModelHooked Model
Hooked Model
 
The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...
The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...
The Presenter Manifesto : 8 Distinctions of a World Class Presenter by @eric_...
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 

Ähnlich wie 10-steps to a friction-free app: How to run a Friction Audit

DesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-App
DesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-AppDesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-App
DesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-AppKen Haus
 
Agile on Fire: IT Enters the New Era of 'Continuous' Everything
Agile on Fire: IT Enters the New Era of 'Continuous' EverythingAgile on Fire: IT Enters the New Era of 'Continuous' Everything
Agile on Fire: IT Enters the New Era of 'Continuous' EverythingDana Gardner
 
How to do usability testing and eye tracking
How to do usability testing and eye trackingHow to do usability testing and eye tracking
How to do usability testing and eye trackingObjective Experience
 
Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...
Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...
Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...Stanfy
 
Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...
Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...
Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...Boye & Co
 
beginners_guide_to_designing_apps_and_interfaces_1_0
beginners_guide_to_designing_apps_and_interfaces_1_0beginners_guide_to_designing_apps_and_interfaces_1_0
beginners_guide_to_designing_apps_and_interfaces_1_0Jesse Flores
 
Get Your Team to Use and Love Project Management Software
Get Your Team to Use and Love Project Management SoftwareGet Your Team to Use and Love Project Management Software
Get Your Team to Use and Love Project Management SoftwareOrangescrum
 
User Testing- guiding the way to success
User Testing- guiding the way to successUser Testing- guiding the way to success
User Testing- guiding the way to successDMI
 
Design Sprints: Learnings and Insights from the Trenches
Design Sprints: Learnings and Insights from the TrenchesDesign Sprints: Learnings and Insights from the Trenches
Design Sprints: Learnings and Insights from the TrenchesBart Deferme
 
Design Sprints - Learnings from the Trenches
Design Sprints - Learnings from the TrenchesDesign Sprints - Learnings from the Trenches
Design Sprints - Learnings from the TrenchesBart Deferme
 
ProductTank Amsterdam - IceMobile Karlijn van den Berg
ProductTank Amsterdam - IceMobile Karlijn van den BergProductTank Amsterdam - IceMobile Karlijn van den Berg
ProductTank Amsterdam - IceMobile Karlijn van den Bergicemobile
 
Diy user engagement, white paper
Diy user engagement, white paperDiy user engagement, white paper
Diy user engagement, white paperJulia Shalet
 
Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15Shilpa Thanawala
 
The principles of agile development
The principles of agile developmentThe principles of agile development
The principles of agile developmentRajat Samal
 
Importance of apps in marketing strategy my perspective - Ankit Shard
Importance of apps in marketing strategy my perspective - Ankit ShardImportance of apps in marketing strategy my perspective - Ankit Shard
Importance of apps in marketing strategy my perspective - Ankit ShardAnkit Shard
 
Lean Management Review at Volunteer Mauritius
Lean Management Review at Volunteer MauritiusLean Management Review at Volunteer Mauritius
Lean Management Review at Volunteer MauritiusMushood Badulla
 
How to Create Insanely Cool UX Designs Using Micro-interactions?
How to Create Insanely Cool UX Designs Using Micro-interactions?How to Create Insanely Cool UX Designs Using Micro-interactions?
How to Create Insanely Cool UX Designs Using Micro-interactions?Kaspar Lavik
 
SXSW Workshop on Designing for Behavior Change (2014)
SXSW Workshop on Designing for Behavior Change (2014)SXSW Workshop on Designing for Behavior Change (2014)
SXSW Workshop on Designing for Behavior Change (2014)Stephen Wendel
 

Ähnlich wie 10-steps to a friction-free app: How to run a Friction Audit (20)

DesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-App
DesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-AppDesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-App
DesignCenterInc_Whitepaper_How-To-Create-A-Thriving-Enterprise-App
 
Agile on Fire: IT Enters the New Era of 'Continuous' Everything
Agile on Fire: IT Enters the New Era of 'Continuous' EverythingAgile on Fire: IT Enters the New Era of 'Continuous' Everything
Agile on Fire: IT Enters the New Era of 'Continuous' Everything
 
How to do usability testing and eye tracking
How to do usability testing and eye trackingHow to do usability testing and eye tracking
How to do usability testing and eye tracking
 
Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...
Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...
Stanfy Publications: How to Conduct Quick Usability Tests for iOS & Android A...
 
Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...
Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...
Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at B...
 
beginners_guide_to_designing_apps_and_interfaces_1_0
beginners_guide_to_designing_apps_and_interfaces_1_0beginners_guide_to_designing_apps_and_interfaces_1_0
beginners_guide_to_designing_apps_and_interfaces_1_0
 
Get Your Team to Use and Love Project Management Software
Get Your Team to Use and Love Project Management SoftwareGet Your Team to Use and Love Project Management Software
Get Your Team to Use and Love Project Management Software
 
User Testing- guiding the way to success
User Testing- guiding the way to successUser Testing- guiding the way to success
User Testing- guiding the way to success
 
Design Sprints: Learnings and Insights from the Trenches
Design Sprints: Learnings and Insights from the TrenchesDesign Sprints: Learnings and Insights from the Trenches
Design Sprints: Learnings and Insights from the Trenches
 
Design Sprints - Learnings from the Trenches
Design Sprints - Learnings from the TrenchesDesign Sprints - Learnings from the Trenches
Design Sprints - Learnings from the Trenches
 
ProductTank Amsterdam - IceMobile Karlijn van den Berg
ProductTank Amsterdam - IceMobile Karlijn van den BergProductTank Amsterdam - IceMobile Karlijn van den Berg
ProductTank Amsterdam - IceMobile Karlijn van den Berg
 
Jan2015News
Jan2015NewsJan2015News
Jan2015News
 
Diy user engagement, white paper
Diy user engagement, white paperDiy user engagement, white paper
Diy user engagement, white paper
 
Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15
 
The principles of agile development
The principles of agile developmentThe principles of agile development
The principles of agile development
 
Importance of apps in marketing strategy my perspective - Ankit Shard
Importance of apps in marketing strategy my perspective - Ankit ShardImportance of apps in marketing strategy my perspective - Ankit Shard
Importance of apps in marketing strategy my perspective - Ankit Shard
 
Lean Management Review at Volunteer Mauritius
Lean Management Review at Volunteer MauritiusLean Management Review at Volunteer Mauritius
Lean Management Review at Volunteer Mauritius
 
What is Lean UX?
What is Lean UX?What is Lean UX?
What is Lean UX?
 
How to Create Insanely Cool UX Designs Using Micro-interactions?
How to Create Insanely Cool UX Designs Using Micro-interactions?How to Create Insanely Cool UX Designs Using Micro-interactions?
How to Create Insanely Cool UX Designs Using Micro-interactions?
 
SXSW Workshop on Designing for Behavior Change (2014)
SXSW Workshop on Designing for Behavior Change (2014)SXSW Workshop on Designing for Behavior Change (2014)
SXSW Workshop on Designing for Behavior Change (2014)
 

Kürzlich hochgeladen

Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 

Kürzlich hochgeladen (19)

Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 

10-steps to a friction-free app: How to run a Friction Audit

  • 1. 10-Steps to a friction-free app James Buckhouse
 SEQUOIA DESIGN LAB
  • 2. We’ve created a friction audit in 10 steps you can do in about 90 minutes. If this doesn’t become the best 90 minutes of your product-creating life, then we owe you a coffee… BUCKHOUSE & SEQUOIA DESIGN LAB
  • 3. A friction audit is a list of every moment of confusion, frustration, concern or delay in your product experience and a plan for how to improve the total experience. What is a friction audit?
  • 4. Why does removing friction matter? 
 
 For many companies, removing friction is the single most important thing you can do to help your app grow. A friction audit will help you improve your NUX, conversion, retention, resurrection, spend, LTV, organic referrals, and customer happiness. Here’s a bit of background on why…
  • 5. 80-150 TIMES PER DAY. We check our phones an estimated Source: Get Locket, 2015 and John Maeda, 2015; Apple places the number closer to 80 times a day. Other studies go as high as 300x per day (when you’re on vacation) 100k 200k 300k 400k
  • 6. A little friction really adds up when it’s multiplied by 150. New users
 Revenue
 Retention
 Engagement
  • 7. Once someone has a bad experience, 
 they are much less likely to come back and try again once you’ve 
 fixed the problem and are much more likely to dissuade others from trying your app or service. Even worse
  • 8. Growth will accelerate when people love the experience so much that they share it with friends and coworkers. New users
 Revenue
 Retention
 Engagement But if you get it right…
  • 9. 10-Steps to a friction-free app
  • 10. Don’t start your friction audit on the first screen of your app—start long before that. Trace the entire journey from the first glimmer of interest to the moment your customer deliriously recommends the pleasure of your app to another human soul. 1. Start before 
 the beginning
  • 11. Document every step in the journey and turn it into a friction deck. Include a screenshot or photo and a description of the moment and how long it takes to do the step. Make a note of anything that would potentially annoy people or cause confusion or delay—or anything that fights against your core story. If you have actual usage data, associate it with each step in the journey. If you have test users, watch them try to tap through your experience. If you have neither, then do your best to see your own app as a beginner might—where every experience is new and every outcome unknown.  2. Make a friction deck
  • 12. As you are doing the audit, ask yourself the big question: How long does it take for a person to go from awareness to a feeling that using your app was totally worth the effort? 
 
 How might we reduce the time to a near instant positive response? Give yourself an awareness-to- worth-it baseline score in seconds (i.e. it takes 4 minutes and 37.8 seconds for a person in our target group to go from seeing an ad or a link or hearing about your app from a friend to actual satisfaction while using your app. 
 
 Set a goal for your team to improve this number with every new product iteration, feature, and design. Your baseline number might be really slow. Example: It takes 3 months of occasional usage and 18 emails to go from awareness to worth it. Or it might be nearly instantaneous.
 Example: 9 seconds after tapping the link, the app was installed and I knew instantly that I was going to LOVE it—from the very first glance.  Working to reduce your awareness-to-happiness time will help you see the value in having a fast load time, in reducing the complexity of your on- boarding process, and prioritizing elements of an experience that get you to that moment when everything seems “worth it” sooner.  3. Set a baseline for your 
 awareness-to-worth-it time. 
  • 13. The work required to optimize your NUX (new user experience) is never finished. Pay special attention to every step in your NUX. Have people in your target audience try to make it through your NUX. 
 Ask if you can record the session on your phone. If the person agrees, later show the video of pain to your whole team. Nothing motivates company-wide friction reduction like witnessing the anguish of actual people trying to sign-up. Once you’ve found a way to improve your NUX, keep iterating. There is always more work to be done on the NUX. Every tiny fraction of friction you can eliminate will have tremendous downstream benefits.  4. Your NUX is never done.
  • 14. Do not hide the money button.
 Record every step in your payment flow. Make it obvious to people how to give you money. Do not hide the money button. If people love your product, they will happily pay for it. Your experience suffers if people have to search in vain for a way to pay you. It is rude to frustrate a customer who wants to pay. The payment experience should embody the best elements of your brand. It should not feel like a separate, transactional experience. It should feel like the realization of your brand’s promise of transformation (especially if it is an upgrade flow from FREE to PRO).  5. Do not hide the money button
  • 15. A/B test your copy. Tiny changes in your copy can have instantaneous positive effects. Different copy works better for different apps and in different regions. There is no cheaper way to increase your revenue, retention, and engagement than to optimize your micro-copy. For more, check out the 
 Magic of micro-copy by John Saito of Dropbox.  6. Language matters
  • 16. 7. Share in two-taps If people love your app they will want to share it with friends. Why? Sharing a great recommendation makes the sender look good in the eyes of their friends. To put this psychological truth to use, create an in-app mechanism for sharing that is generous, natural, obvious, and friction-free and gives people what they actually want (while still finding a way to get what you need (sign- ups, conversions, re-activation, etc.). Record every step in the sharing process. Does the mechanism work as expected? Does it require multiple layers of sign-in and navigation? Or does it do the job in less than two taps? 
  • 17. Figure out how long it will take to address each problem and then estimate how much of an impact each fix will have (on sign-up, retention, LTV, engagement, churn, etc.). Then rank each according to Jess Lee’s magical equation of impact/effort to make a plan to do the most for the least. Some of the fixes will be easy and will have a huge impact—do these right away. Others will be very hard to implement and have no positive impact (or negative impact)— skip these. Most will be in the middle and require a nuanced evaluation. Want more on this topic? See Sequoia partner Mike Vernal’s short video on the secret to product prioritization: Do the Most Important Thing.  8. Impact/Effort Big Impact Low Impact EasyHard
  • 18. 9. Fast almost always wins, 
 but not always Fast almost always wins, but not always.
 Just as a car slows down to take a curve in the road, adjusting the speed of your flow can make sense in certain moments to keep the total experience optimal. 
 Sometimes a slightly slower UX flow will yield less cognitive friction (even as it takes more time to move through). Clarity matters more than brevity. Just be sure to speed up again on the straightaways. 
  • 19. 10. Revisit your audit Perpetually maintain your friction audit to account for changes in the world. Strive to ever improve. New features will add new friction. New behaviors and cultural realities will change how people use your app. Listen. Adjust. Improve. Achieve.
  • 20. Once you’ve run your Friction Audit—we’d love to hear about it. Email us and let us know what happened. Nothing would make us happier than to know that one of these steps might have helped you achieve your goals.  buckhouse@sequoiacap.com  Email us!