A pain point in design refers to a specific issue that a user may encounter while using a product or service. It is a specific area of frustration or difficulty that can negatively impact the user experience. Pain points can include anything from a confusing user interface to slow load times. They can be caused by a variety of factors including poor design choices, technical limitations or inadequate user research.

Identifying and addressing pain points is an important part of user-centred design, as it can help improve the usability and overall satisfaction of a product or service. By addressing pain points, designers can create a more effective and enjoyable user experience, which can ultimately lead to increased user engagement and loyalty.