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Decoding Friction in Digital Systems
Decoding Friction in Digital Systems
I am Alireza Zolfaghari, a consumer behaviour researcher and customer insights strategist who studies how people experience and interact with digital platforms and service systems. We live in an era where organizations possess unprecedented amounts of data describing what their customers do. Yet many still struggle to understand why those behaviours occur.
My work focuses on the friction that emerges when human behaviour interacts with complex digital and service systems. When a platform fails, a communication breaks down, or a service design creates uncertainty, the consequences often extend far beyond a single negative experience. Small moments of frustration can escalate into distrust, disengagement, or public criticism.
Understanding these dynamics requires looking beyond surface metrics. I study how individuals interpret experiences, how emotions shape decisions, and how system design influences behaviour. By examining both the psychological mechanisms behind decisions and the digital environments in which they occur, my work seeks to explain how customer experiences succeed—or fail—in contemporary service ecosystems.
From Measurement to Diagnosis
From Measurement to Diagnosis
Consumer behaviour does not occur in isolation. It unfolds within systems designed by organizations—platforms, interfaces, service processes, and communication environments.
In modern digital and “phygital” contexts, these systems generate enormous volumes of behavioral evidence: reviews, feedback, interactions, and complaints. But data alone does not produce understanding.
My research philosophy is simple: measurement without diagnosis is only reporting.
To understand customer behaviour, we must connect the quantitative “what” captured in data with the behavioural “why” grounded in theory. This means identifying the emotional triggers, decision shortcuts, and contextual signals that shape how people experience services and make decisions within complex systems.
Between the Lab and the Boardroom
I deliberately work at the intersection of academic research and real-world application.
Academic research provides the theoretical grounding needed to explain behaviour rigorously and objectively. Applied work ensures that those insights remain connected to the operational realities organizations face.
Across projects—from analyzing digital service failures to studying customer satisfaction in public services—I focus on translating behavioural insights into practical understanding. The most valuable research is not only methodologically rigorous but also capable of informing real decisions.
In my view, the strongest strategies emerge when science and practice inform one another.
Curriculum Vitae
Curriculum Vitae
For a complete overview of my academic publications, research projects, and professional experience, you can download my full CV below.
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