The Frictionless Martini

Streamlines the decision process to make it effortless and intuitive.
step
Decision
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Reducing Friction
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Conversion
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Task Success
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Cognitive Load
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Usability & Accessibility

The science behind the mix

Cognitive Load is reduced by simplifying the decision-making environment. Default Bias nudges users toward a pre-selected option, while Fitts’s Law ensures interaction points (like buttons) are optimised for ease of use. Together, these biases create a seamless experience that reduces effort and increases decision-making efficiency.

Steps to implement

1.

Pre-select the most popular or recommended option.

2.

Simplify forms or checkout processes by removing unnecessary steps.

3.

Design intuitive, easy-to-click CTAs and minimise distractions.