Session Two

The Recall Gauntlet.

Six stations, cold-called, on Session 1 material — including writing the heuristic on the board from memory and re-diagnosing experiments you have already seen. Retrieval, not review.

Session 1 assignment collected here.

LAB 2 — Friction, Practical Application.

Each group is assigned a live commercial page: a short list of friction findings, each labelled difficulty or implied, each with a mechanism and a corrective. A short, tight defense of your highest-impact finding, using the heuristic.

Break

Anxiety Defined — and Why It Is Not Friction.

The two operational definitions side by side, why rational measures fail against anxiety, and why removing what someone fears does not remove the fear.

Case Study: Business Phone Systems.

A control-versus-treatment test in which the winning page was denser, not shorter, and no price or incentive changed.

Includes Exercise 2.B — predict the lift.

Corrective One: Specificity.

Addressing precisely the source of the anxiety and actively counteracting it — and why generic reassurance fails. Includes a live rewriting exercise.

Corrective Two: Proximity.

The distance between your corrective and the occasion of the anxiety. Why a correct answer in the wrong place is a wrong answer — and why anxiety has an address on the page.

Corrective Three: Intensity.

Addressing both the substance and the perception of the concern, why deliberate overcompensation is a legitimate design decision, and where the line sits between intensity and overclaiming.

LAB 3 — Anxiety, Practical Application.

Return to your Lab 2 page and diagnose it again, this time for anxiety. Three points of highest anxiety, each fear written in the visitor's own first-person voice, each corrective self-tested against all three levels — then challenged by another group.

Synthesis and Close.

The whole course on one board, in four lines — and one instruction to act on before you change anything.