ASi R&D · Human-factors engineering
How heavy does your product feel?
Every extra choice, field and step draws down a limited working memory — and taxed users leave. Score any screen or flow against the interaction laws our engineers design to, watch the weight update as you go, then see exactly where to cut it.
Live model · grounded in established HCI & cognitive-load research · nothing leaves your browser
Describe one screen or flow
Pick a single moment in your product — a signup, a checkout, a booking, a dashboard — and answer honestly about what the user faces.
Buttons, links, menu items and actions visible on the primary screen at once.
Everything the user must type, pick or upload before they're done.
How many distinct screens or stages stand between start and success.
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Where the weight is
This is one screen. Your customers cross dozens — send us the result and we'll map the whole journey.
Send my result on WhatsAppFriction & Journey Audit
One screen is a hunch. The whole journey is the truth.
The calculator scores a single moment. Real money leaks across the whole path — from the ad click to the signup, the checkout, the second purchase. We instrument that path end to end, find every drop-off, and re-engineer the heavy steps.
Map the real journey
We chart every step a customer actually takes — leads, conversions, sales, repeat — not the tidy version on the whiteboard, and mark where they stall.
Instrument it honestly
Event tracking with GA4 and Google Tag Manager, search and intent signals from Semrush, and consented behavioural insight — wired so the numbers mean something.
Find the drop-off
We locate the exact fields, steps and screens where people quit, rank them by lost value, and pinpoint the bottleneck, friction point and pain point behind each.
Explain the why
Each drop-off is read against named interaction laws — not opinion — so the diagnosis holds up and the fix is defensible.
Re-engineer the weight
We rebuild the heavy steps — fewer choices, shorter forms, faster responses — and ship the change, not just a slide deck.
Measure the lift
Before-and-after on the same instrumentation. We keep what the data rewards and drop what it doesn't. No vanity metrics.
Analytics is set up consent-first under POPIA: measurement runs only where a visitor has opted in, we collect the minimum needed, and we never sell or expose personal data. We use GA4, Google Tag Manager and Semrush as tools — we are not affiliated with Google or Semrush.
The rules behind the score
We design to laws, not to taste
The index above isn't an opinion. It weighs your answers against interaction and cognitive-load research that has held up for decades. These are the ones doing the work.
The time to decide grows with the number and complexity of choices. More options on a screen is not more power — it's a slower, heavier decision.
People hold only a handful of items in mind at once. Make them carry information between steps and something gets dropped — usually your conversion.
A task has irreducible difficulty (intrinsic). Everything else — clutter, jargon, dead-ends — is extraneous load your design adds. We delete the extraneous.
Below roughly 400 milliseconds people stay in flow; past a second, attention drifts and doubt creeps in. Perceived speed is part of the design, not an afterthought.
Every process has complexity that can't be deleted — only moved. Our job is to absorb it into the system so the customer never has to feel it.
Users spend most of their time on other products, so they expect yours to behave like the ones they know. Novelty for its own sake is a tax you pay in confusion.
ASi Research & Design
"Complexity can't be destroyed, only moved. We put engineering thinking into where it lands — so it lands on us, and never on your customer."
The R&D principle behind every ASi build
We question everything
Conventional and unconventional both get tested. We ask why a step exists before we ask how to design it — most friction is a step that shouldn't be there at all.
We ground it in evidence
Named laws, peer-reviewed research and your own analytics — not trends. If a claim can't be sourced or measured, it doesn't ship.
We make it a standard
A cognitive-load pass is part of how we build, not an add-on. Every screen we ship is weighed the same way this tool weighs yours.