The pattern is hiding in plain sight.

12 interviews · 48 sessions

Field note 07

“Setup friction peaked before first value.”

Session replay / 04:12

Cursor hesitation clustered around required setup fields.

Observed behavior

Drop-off ↓ 31%

When the first action arrived before configuration.

Evidence, not instinct.

Fewer fields. Faster first win.

Three sources converge on one product move.