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A free checklist that maps where customers experience uncertainty, effort, choice overload or weak trust signals across acquisition, purchase, onboarding, adoption, renewal and support, grounded in behavioural science, with an explicit line against dark patterns.
Highest-probability friction: option comparison (three plans whose differences customers can't evaluate) and perceived risk at the payment step, where reassurance arrives after the hesitation, not before it. Both hypotheses are supported by observed objections; a third, about page speed, is contradicted by analytics and marked weak.
The result pairs each hypothesis with the evidence for and against it, adds the ethical design considerations that apply, and produces a prioritised research and testing backlog: a plan for finding out, not a redesign order.
You select one decision journey (a purchase path, a sales process, an onboarding flow, a renewal) and work through it step by step: clarity, cognitive load, trust, risk, effort, timing, defaults, social proof, price framing, option design and post-decision reassurance.
The checklist asks for evidence (customer research, analytics, observed objections) rather than treating opinion as fact, and each candidate friction source is ranked by the strength of evidence behind it. Interventions are framed as hypotheses for research and testing. The ethical guardrail is structural: no input produces a recommendation for deceptive urgency, hidden costs, obstructive cancellation or preselected consent.
Results are rule-based guidance generated from self-reported answers. They are directional, not accounting, legal or other professional advice, and a professional review working from evidence may reach different conclusions.
The checklist is designed to run inside Web Lifter Studio. Each journey is saved as its own record in your workspace, attached to the offer, page, sales process or service interaction it maps, so hypotheses can be converted into research or experiment tasks, revisited after changes, and connected to your website, ecommerce and product workspaces. Responses are used to generate your result and to make recommended next steps more relevant; they are not published. If you join the waitlist before launch, your details are used only to tell you when the tool opens.
Behavioural science can reduce friction or exploit it, and this checklist only does the former. Accessibility and customer welfare are assessed as first-class areas alongside conversion, and the renewal, switching and cancellation section is deliberately pointed: if leaving is hard, that is friction too, just friction the customer pays for. Interventions the checklist suggests are ones you could explain to the customer without embarrassment.
A friction map is only useful if it changes what you do next. The result is structured as a prioritised research and testing backlog: which hypotheses to validate first, what evidence would settle each one, and which questions belong in customer research versus analytics. In Studio, hypotheses are designed to convert into experiment and research tasks, and journeys can be revisited after changes so the evidence, not the opinion, is what accumulates.
When the result points at a constraint that needs professional depth, these engagements pick it up.
Registration is free, no card required, and your results save to your workspace so the working stays in one place.