
Find actual friction
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Check the reasons suitable customers hesitate or leave.
Write the proposed cause, change, and success measure. Include a guardrail such as lead quality so extra submissions are not mistaken for better customers. Try the main customer task on a phone before signing off.
- A written brief
- Named responsibilities
- Agreed review points




