Product Agility Léa Samrani: The Art of Positive Friction: How Adding Steps Can Unlock Revenue - Productized 2025 TalkInTen
Nov 17, 2025
Léa Samrani, Director of Product Growth at Aperture, brings over a decade of expertise in user intent and growth. She dives into the intriguing concept of 'positive friction,' explaining how strategically adding steps can enhance user trust and boost revenue. Léa contrasts positive friction with negative friction, highlighting its role in onboarding, sales calls, and acquisition funnels. She shares real-world examples and discusses how surfacing user intent can lead to increased conversions, while also hinting at the variability of this approach across different demographics.
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Positive Friction Beats The 'Remove Friction' Dogma
- Adding steps can increase conversion when those steps surface user intent and build trust.
- Positive friction differs from negative friction by focusing on the user's needs, not the company's data collection.
Surface User Intent In Every Step
- Surface user intent explicitly during flows so people feel understood and reduce their mental load.
- Design each added interaction to demonstrate you're the right product for their specific goal.
From Accident To Repeated Discovery
- Ten years ago Leah removed onboarding steps and saw no conversion lift, then added steps and conversion rose noticeably.
- That pattern repeated across products and convinced her positive friction works reliably.