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Judgment & ambiguity · When to act

Usability testing on five users shows a checkout flow they all complete successfully, but three of them hesitate and mutter at the same step. The build is due to engineering tomorrow. Do you ship the flow as-is or hold to redesign that step?

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Everyone completing but three of five hesitating at the exact same step is not noise — a shared friction point in a small sample is a real signal, even if the funnel technically converts.

The full answer: structure, worked example, likely follow-up.

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