People rarely do what they decided to do. They do whatever is easiest.

Which is why telling people to try harder does not work. We rebuild your flows, your screens and your texts so the right thing becomes the easy thing to do.

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What we do

Friction analysis

Where do you lose people, and what does each place cost? We measure it before anything is rebuilt, so the effort goes where it moves the most.

Texts that get people to act

Letters, messages and instructions. The same method applies to writing — see also Learning.

Measurement before and after

If the effect has to be demonstrable — to a board, a management team, a funder — we measure the same thing both times.

Optional

The path people go through

The sequence itself — steps, order, screens — rebuilt so it can be got through without giving up.

ThinkAloud

Before the page meets real people: a synthetic audience goes through it and reports where the eye lands and what they understand. A prediction, not a measurement.

What stops people is rarely the will. It is the resistance along the way.

The method is Behavioral Friction Theory: a model of how competing options decide whether something gets done. It is publicly published, so you can examine the basis before you buy — see frictiontheory.org.

In practice it is craft. We look for where people stall — a form with three fields too many, a letter that asks for something unclear, a login that arrives before the point — and rebuild exactly that.

Where do people stall with you?

Show us one journey, one form or one letter. We will tell you what is in the way, and what rebuilding it would take.

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