"User friction ... prevents a user from accomplishing a goal in your product... three levels: interaction friction, cognitive friction, and emotional friction"
Interaction friction: do usability testing.
"When cognitive load is high ... there is significant cognitive friction ... encompasses all aspects of the experience that result in mental effort" so broader than interaction friction - cf Uber vs. calling a taxi.
Build "detailed user journeys of the entire current experience the user goes through to accomplish their goal... understand what's painful, frustrating, or just time-consuming ... brainstorm opportunities" for making life better for these users.
"emotional friction, ... emotions your users feel that prevent them from accomplishing their goal" - cf Patreon showing potential creators that other artists were using Patreon, so they would not be 'begging for money', or how Snapcahat's epheremality reduced emotional friction of sharing.
This is not a simple user research task.
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