Friction isn't always visible. It's a confusing information hierarchy that adds half a second of doubt at exactly the wrong moment. It's a CTA that's clear to the team that built it and ambiguous to someone seeing it cold. It's a flow that makes sense internally and creates hesitation externally.

Applied neuroscience changes what gets tested. Cognitive load, decision fatigue, and friction points get treated as design inputs, not afterthoughts raised once something's already underperforming. That's the difference between a product that looks resolved and one that's actually been built to convert.