Friction points are obstacles or challenges that users encounter during their interaction with your product or service. These pain points can significantly impact user satisfaction and, if left unaddressed, may lead to churn. Identifying these friction points is crucial for improving the overall user experience and increasing retention rates.

Mindvalley's Support Center could be more helpful by adding quick links to human contact support and common issues, rather than relying only on search. Users who need help shouldn't have to guess the right search terms or dig through articles to find basic support options.

Common friction points in customer journeys include:

• Complicated sign-up processes
• Unintuitive navigation or user interface
• Slow loading times or performance issues
• Unclear pricing or subscription terms
• Difficulty in finding help or support

For instance, in an e-commerce app, a friction point might be a complex checkout process that requires too many steps or input fields, potentially causing cart abandonment.^[1]