I was on a mission to find what stops the user before trying out. As part of the mission, I conducted a survey pulse with one question: "What was the last product you tried to sign up for but didn't?" at Web Summit Qatar. Almost everyone gave the same answer in their own style, which was the password requirement. Surprised? Me too. When I asked follow-up questions, the response was consistent. Most users wanted to try the product, but the sign-up process, especially the passw

During the busy event, I found a hack to talk to people: talk to people who are bored. The best way to find these people? The ones standing in long queues. I'm kind of proud of this idea because I spoke to a lot of people and got interesting facts, their experiences, their likes and dislikes. During one of these conversations, they told me about the startup that impressed them or the idea they really loved. The Algorithm Perfume Line AIrest was mentioned to me a couple of

Anything that makes a customer hesitate, delay, or avoid trying a product for the first time is commonly described as trial friction . But for Gen Z, the friction often appears after curiosity and before commitment . They don’t struggle to try but, struggle to decide . This is decision friction and it behaves very differently. At the Hapli Earth trial booth, I noticed strange friction for the first time. Older customers hesitated to try the samples (trial friction). But once