Describes some aspects of friction that occurs in user interfaces and some ways of improve the accessibility and navigation.

1. User experience
Friction
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2. Goal
Acquire a broader vision regarding user experience (UX),
friction , user behaviour and their expectations in order to
bost our conversion rates.
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3. UX reaches several knowledge areas
• Accessibility
• Usability
• Design
• Marketing
• Ergonomics
• Behavioral patterns
• Mental models
• Visual perception
• Human-computer interaction
• Information architecture
• Loss aversion
• Decision making psychology
• Color psychology
• Value-expectation psychology
• Neuro science
• Gamification
• Etc.
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4. Friction
Everything that demotivates, irritate, disturb or prevent customers
obtain what they want (motivation).
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5. Friction vs motivation
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6. Bad user experience
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7. Customer ’s perception
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8. Customer’s perception
The challenge
Avoid friction offering solutions that meet , at first, customer’s
perception, beliefs or limitations.
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9. Customer’s perception
The left brain is considered analytic in approach.
The right brain is described as holistic or global.
People think and learn in different ways user more or less the
left or the right side of their brains.
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10. Right-learning vs Left-learning
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11. Empty spaces
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12. Which one leads to higher conversion rates?
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13. Customer’s perception
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14. A bad user interface
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15. User interface common problems
• Lack of information
• Too many information
• Poor navigability
• Lack of options
• Too many options
• Poor functionality
• Unnecessary actions
• Etc.
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16. CTA – Keep focus
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17. CTA – Be direct
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18. A/B test – CTA button color
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19. A/B test results
Test duration : 7 days
Client: +2000 visits
Results
the red button has been clicked 21% more than the green button
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20. User experience
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