Friction-Value Matrix

The Friction-Value Matrix is a strategic tool used to evaluate and categorize business activities or processes based on their value to the customer and the friction they introduce. This matrix helps businesses identify areas that need improvement, optimization, or elimination to enhance customer satisfaction and operational efficiency.

At a very high level, the Friction-Value Matrix is used in the context of business, marketing, strategy.

Friction-Value Matrix quadrant descriptions, including examples
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What is the Friction-Value Matrix?

A visual explanation is shown in the image above. The Friction-Value Matrix can be described as a matrix with the following quadrants:

  1. High Value - Low Friction: Activities that provide significant value to the customer with minimal friction. Example: Easy-to-use online checkout process.
  2. High Value - High Friction: Activities that provide significant value but also introduce considerable friction. Example: Comprehensive but lengthy onboarding process.
  3. Low Value - Low Friction: Activities that provide minimal value but also introduce minimal friction. Example: Basic informational email updates.
  4. Low Value - High Friction: Activities that provide minimal value and introduce significant friction. Example: Complicated and rarely used feature in a software application.

What is the purpose of the Friction-Value Matrix?

The Friction-Value Matrix is a powerful tool for businesses to analyze their processes, products, or services based on two key dimensions: the value they provide to the customer and the friction they introduce. 'Value' refers to the benefit or utility that the customer derives from a particular process or feature, while 'friction' refers to any obstacle or inconvenience that makes the customer experience less smooth.

By plotting activities on this 2x2 matrix, businesses can categorize them into four quadrants: High Value-Low Friction, High Value-High Friction, Low Value-Low Friction, and Low Value-High Friction. This categorization helps in making strategic decisions about where to focus improvement efforts, which processes to streamline, and which ones to potentially eliminate.

For example, a feature that provides high value but also introduces significant friction might be a candidate for redesign to reduce the friction. Conversely, a process that offers low value and high friction might be eliminated altogether. This matrix is particularly useful in customer experience management, product development, and operational efficiency initiatives.

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What templates are related to Friction-Value Matrix?

The following templates can also be categorized as business, marketing, strategy and are therefore related to Friction-Value Matrix: Product-Market Matrix, 4 Ps Marketing Mix Matrix, AI Capability-Value Proposition Alignment Matrix, AI Innovation-Value Alignment Matrix, AI Maturity Matrix, AI-Value Proposition Alignment Matrix, AI-Value Proposition Matrix, AIDA Marketing Matrix. You can browse them using the menu above.

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