For my client, his questioning the results presented in the email caused friction in his mind... A lot of brands have unnecessary friction in the customer experiences they deliver.
Friction-filled experiences can make consumers from underrepresented communities hesitate and ultimately decide not to choose the brands they were once considering.
Brands will take the time to observe how their ideal consumers receive their product, their website, or their sales pages. But because they don't focus on recruiting people with different identities, they miss out on the opportunity to understand the unique ways consumers with different identities go about making decisions.
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