Marketplace QR confirmation — 22-day repair arc
A Bangkok retail marketplace arrived with “healthy” funnel charts and rising chat tickets about payment. Using Friction Signal Lab methods, the team scored hesitation on the QR confirmation screen, rewrote the waiting-state copy, and added a recoverable timeout. Chat volume on that step fell noticeably within three weeks. Limitation noted by the PM: they still lacked bilingual QA coverage for Lao-language shoppers.