Breakout session

Navigating content friction: How to see it, solve it, and use it

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Conflict, opposition, resistance: These are the hallmarks of friction. And for content strategists and content designers, unresolved points of friction in your narrative, experiences, or collaboration can thwart your best efforts to bring order to chaotic digital experiences. Worse yet, as your content grows in complexity, so does the opportunity for friction—negatively impacting your UX and causing your audience to lose trust in you.

It can be easy to overlook and write off friction as too difficult to manage—but what if you could identify, solve, and use it to your advantage? This talk will help you understand how to tell the story of friction from a content and design POV, and it will provide practical tools to help you navigate friction in your organization.

After this talk, you will be better equipped to:

  • Identify when your audiences’ needs across products or brands are in conflict.
  • See how siloed work streams can create content problems that increase cognitive load and disrupt the user journey.
  • Develop a message map that uncovers points of content friction in the user journey.  
  • Create intentional points of content friction for user education and behavior change.
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Brittney Dunkins
Brittney Dunkins

Content Designer, Facebook