Skip to content
Simply Works.
Simply Works Friction Audits

Your business makes sense to you.That's exactly the problem.

Once you know how something works, your brain fills in the gaps automatically. A first-time customer cannot do that.

I use your website, software or process without that built-in knowledge and show you where I have to stop, guess, backtrack or work something out for myself.

Request an auditCompare audit prices

The problem usually shows up before the cause does.

You might not know exactly what is wrong. You may just keep seeing the same symptoms.
  • Customers keep asking the same question.
  • People sign up but get stuck.
  • I always have to explain this bit.
  • It works, but something feels off.
  • Staff have a workaround for that.
  • Customers use it differently from how I expected.

For people building their own product

You built it, so you already know how it works.
I don't. That's the point.

Whether you code it yourself or build with AI, repeatedly testing the same path teaches you things a new customer does not know.

Founder Reality Check £79

A small first-use review of the landing page and one short core path.

Request a Reality Check

Give me the goal, not a tour.

Tell me what the customer needs to achieve and anything they would already know. The missing context is useful: needing instructions a real customer would not have is a finding in itself.

  1. Use it cold

    Follow the agreed customer goal without being taught the route.

  2. Investigate the friction

    Return to moments of hesitation, guessing or backtracking and work out what caused them.

  3. Prioritise the fix

    Show what matters most, why it matters and what should change first.

What I look for

  • Unclear wording or competing choices.
  • Information arriving too late.
  • No obvious next step.
  • Forms that require guessing.
  • Repeated data entry or manual work.
  • Broken handoffs and learned workarounds.

See what happened and what to change.

Two choices. No clear difference.

Illustrative finding

What happened
Two equally prominent actions appear at the same decision point, but neither explains how they differ.
What I expected
One obvious primary action, with the alternative clearly explained.
Why it matters
A first-time customer has to stop and decide what the interface means before they can continue.
Recommended change
Make one action primary. Make the alternative secondary and explain when somebody would use it.
Priority
High
Approximate effort
Quick win

What you receive.

The output depends on the review you choose. The Founder Reality Check stays small: a first-use video, top five findings and a short summary. Deeper reviews can include:

  • First-use recording

    Where included, a recording captures first-use reactions, expectations and hesitation.

  • Structured second pass

    For deeper reviews, an investigation of what caused the difficult moments.

  • Prioritised written findings

    A report or short summary showing what to tackle first.

  • Screenshots and evidence

    Specific examples so you can locate and understand each finding.

  • Severity and approximate fix effort

    How much the issue matters, and whether the change is quick, moderate or structural.

  • Practical recommendations

    What I would change and why, ready to discuss with whoever will make the fix.

A follow-up discussion is included with the Friction Audit. See full audit pricing and inclusions.

Start with the smallest useful review.

Choose the scale that fits what is happening. These are starting prices; I confirm the scope and price before work begins.

  • Built it. Launched it. Nobody gets it?

    Founder Reality Check

    A fast outside view of one short core path.

    £79

  • One flow needs reviewing?

    Quick Check

    One defined journey, reviewed properly.

    £149

  • About to launch?

    Pre-launch App Check

    The main path through a digital product before launch.

    £249

  • Several parts feel wrong?

    Friction Audit

    Several important customer journeys.

    £349

Compare audit pricing

Systems/process and Cornwall on-site reviews are also available.

What happens next?

  1. Tell me what you want reviewed

    Send a URL or describe the process and what the customer needs to achieve.

  2. I confirm scope, access and price

    We agree what is included before payment or work begins.

  3. I carry out the agreed review

    I review the agreed paths within the access and limits we have set.

  4. You receive the findings

    I send the agreed output and arrange the follow-up where included.

Questions before an audit.

Tell me what feels harder than it should.

You do not need to diagnose it first. Describe what is happening and where people seem to get stuck.