What is Friction Mapping?
Friction Mapping is a tool we created at 383 to help businesses quickly understand where their customers are having problems and what to do about it. It gives a clear, visual picture of the full customer journey, showing where things go wrong, what customers are trying to do, and how they feel along the way. By combining real customer research, journey mapping, and quick idea generation, Friction Mapping helps teams spot the biggest issues, choose the right ones to fix, and start testing better solutions, faster and with less risk.
Our practical 10-minute guide will help you:
- Understand the difference between Journey Mapping and Friction Mapping
- Learn how to identify customer pain points and anxiety levels across touchpoints
- Discover a proven process for conducting effective customer interviews
- See how to translate research into actionable insights
- Learn how to prioritise improvements based on customer impact
- View real examples of Friction Maps and how they've transformed customer experiences
- Get practical tips for involving stakeholders and turning insights into solutions
Whether you're new to customer experience or looking to enhance your current approach, our guide provides a clear framework to start mapping and addressing friction points today.
Case studies
We've worked with partners from all sorts of sectors and industries to define their digital strategy and build powerful products.
