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:

• Define the three types of friction and how they show up in your product or experience
• Create artifacts, like a message map, to identify and solve friction
• Use friction to advocate for consistency and clarity with your partners