Friction Mapping: Find, Focus and Fix Customer Pain Points
Join us for our exclusive Friction Mapping Masterclass, where we’ll explore how to spot, prioritise and fix customer pain points in complex service ecosystems.
Friction Mapping is a simple but powerful way to find and fix customer pain points. It combines research, journey mapping, and fast idea generation to replace guesswork with real insights. By aligning customer journeys with business goals, you’ll better understand experiences, improve key moments and make faster, more effective changes.
Event details
Zoom
Wednesday 11 June
10 -11am
Our expert hosts
Karl Randay
Experience Director at 383
Karl is an experienced design leader and specialist in human centred design, with a passion for creating impactful digital experiences.
With a diverse background spanning Fintech to Hospitality, Karl has a strong track record in building and leading design teams, driving product innovation and optimising user experiences.
He has worked with a range of clients from VW and LVMH to The Royal Mint and continues to deliver digital strategies that champion the chaos of human behaviour.
Sarah Baker-White
VP of Product
Sarah is a seasoned product leader with a passion for customer-centric innovation and digital transformation. With experience across fintech, e-commerce, and global brands, she has led high-impact product teams, shaping strategies that drive growth and operational excellence.
From launching the McDonald’s global mobile app to streamlining onboarding at HSBC, Sarah blends strategic vision with execution, optimising user experiences at scale. She focuses on helping businesses build product-led cultures, align technology with customer needs, and drive meaningful change through data-driven strategy and leadership.
Kathryn Benjamin
International Marketing Director at Riskonnect, Inc.
Kathryn Benjamin is the Director of International Marketing at Riskonnect, where she helps drive global growth for one of the leading providers of integrated risk management software.
With a passion for connecting brands with diverse audiences, Kathryn has built a career in global B2B marketing, crafting and executing impactful strategies across the globe. Her experience spans multiple industries and products, giving her a unique ability to navigate different markets and drive meaningful engagement.
At Riskonnect, she plays a key role in expanding the company’s international presence and strengthening its brand worldwide.
Are you?
Are you a senior digital, tech, or product leader looking to:
Effortlessly prioritise and pinpoint customer pain points across complex service ecosystems?
Align customer need with business goals?
Gain a holistic, actionable view of the customer experience, driving smarter decisions and continuous improvement?
Why attend
In this hands-on session you will:
Learn how to map and diagnose friction points in your service experience
Discover techniques to prioritise improvements with business impact in mind
Collaborate on real-world challenges to test and refine ideas rapidly
The impact?
Make smarter, data-driven decisions: Learn how to spot real customer pain points and fix them with confidence
Align customer needs with business goals: Find solutions that work for both your customers and your business
Accelerate innovation and continuous improvement: Use practical tools to quickly test and refine ideas, driving lasting change
"To me, the key lies in finding the right balance between a structured service plan and the unpredictable nature of human behaviour, to encourage creative problem-solving and improve the overall customer experience. By visualising this, we'll uncover pain points, gains, and huge areas of opportunity."
Bhavesh Vaghela, SVP Product, Technology & Innovation, Collinson
"383 brought a whole set of specific skills that really drove us past the more obvious stuff, to where the real gains could be made. Having a team like 383 – experts who work with our colleagues and our customers to look at the whole process, end-to-end - allowed us to do something that we just couldn’t do by ourselves."
Simon Tattersfield, Chief Operating Officer, VWFS
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