November 17, 2025

Léa Samrani: The Art of Positive Friction: How Adding Steps Can Unlock Revenue - Productized 2025 TalkInTen

10 minutes

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We’re honoured to partner with the extraordinary Productized conference in Lisbon, Portugal. Productized consistently brings together the sharpest product thinkers and builders, and it’s a privilege to record our Talk in Ten series on location for the third year running.

In this short, sharp conversation Lea Samrani (Director of Product Growth, Aperture) explains the Growth Paradox: why adding friction — the right kind — can increase conversions and unlock revenue.

Key topics discussed

What is positive friction vs negative friction
How surfacing user intent increases trust and conversion
Real-world examples across D2C and B2B flows
When friction helps: onboarding, sales calls, acquisition funnels
How to test and validate friction without hurting UX

Guest Bio:

Lea Samrani is Director of Product Growth at Aperture. With a decade-plus experience exploring user intent and growth, Leah researches and applies what she calls "positive friction" to boost conversion and revenue across both B2C and B2B products.

Thank you to our sponsors, Bobcats Coding - a Budapest digital product studio specialising in AI engineering and end-to-end product development. Download their AI economics guidebook at bobcatscoding.com.

Host Bio

Ben is a seasoned expert in product agility coaching, unleashing the potential of people and products. With over a decade of experience, his focus now is product-led growth & agility in organisations of all sizes.

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