The threshold problem - understanding invisible barriers
Every system makes sense to the people who built it. The question is whether it makes sense to the people who haven't crossed into it yet - and whether you'd even know if it didn't.
When someone abandons your booking process halfway through, or contacts you asking a question about something that seems obvious to you, or never returns after a first visit, it's likely you're seeing the consequence of a threshold they couldn't cross.
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