The Brief:  Long time creative collaborator, Kali Active, was entering a new product lifecycle with its premium fitness product line and was looking for strategic recommendations to boost sales conversions from its already strong social media presence. The goal was simple: Identify problem areas or “sticking points” where first time buyers might get hung up in the purchasing process, and recommend a course of action to eliminate them.

Kali Active’s direct-to-consumer retail model relied strictly on its website as its point of purchase. A thorough friction audit of touchpoints was performed to identify and remove any friction in the decision making and buying process. The completed audit provided key decision makers with:

• Identification of complexity and confusion in the purchasing process.
• Actionable recommendations for minimizing stopping cues.
• Identification for areas of automation.
• Solutions for increasing user engagement and creating additional value.
• Opportunities for innovation