Experience
Experience behind Beautiful Friction.
Beautiful Friction was founded in 2026. The work shown here draws on Matthew Fritsch’s earlier career experience and is identified clearly as principal experience rather than Beautiful Friction client work.
Selected principal experience
ANZ · Principal experience
Removing friction from overseas-to-Australia onboarding.
Challenge. Make banking easier to begin before arrival in Australia without oversimplifying a regulated onboarding process.
Contribution. Simplified the journey and introduced translated, NAATI-supported Chinese content to make the channel easier to understand and use.
Outcome. The experience became a channel of choice and applications increased to five times previous levels.
Mercer · Principal experience
Turning fragmented capability into connected customer journeys.
Challenge. Connect fragmented marketing and customer systems into journeys that could support a new advice and retail portfolio.
Contribution. Led the Super Genome martech program across five integrated platforms, shaping lifecycle journeys, governance and delivery.
Outcome. Seven journeys were delivered in six months across the integrated ecosystem.
La Trobe Financial · Principal experience
Finding growth as market conditions changed.
Challenge. Sustain growth as interest-rate rises made price-led marketing less effective.
Contribution. Shifted the marketing emphasis toward proposition and value, coordinating closely with distribution and pricing as market conditions changed.
Outcome. Record quarterly originations increased 32% and settlements 29%, with the total book growing by about 20% in under 18 months.