The competitive system in for honor is like; if you win, good job my man, if you lost, YOU PIECE OF CRAP, HOW YOU EVEN DARE? -100 POINTS FOR YOU !
Yep. Yust like that. If You win a match, you'll get ~5% of progress to another rank, but if you loose, you'll loose ~8% of progress. First; this is ridiculous and unballanced. Second; with this reward system, progress to higher rank (if you are more winning than loosing) is very slow and takes a whole day of pure competitive playing.
This was fine oncetime. You used to get ~25% for victory and loose ~17% for loose.
And there is another think. When you're beginning your competitive carrier, you're doing 15 matches and then got ranked. It sounds like a good idea, and it is good idea. Problem is, this doesn't work like it is supossed to. Because I, personally, won 9/15 and got bronze 5. And my friend won only 3 and got gold 3. Execuse me, but what the fu*k? Absolutely makes no sence. Some man told me, it depend of my previous rank, but I was in gold 4, so the couldn't just throw me into the trashcan.
We need an update about Competitive matches to make them more fair. We need just one thing. Justice. Not suffering.
1) Ranked duels is a clown fest. A poorly designed rank system that is badly maintained and also very open to exploiting.
2) Ranked is not competitive. It's just casual matchmaking but with a visible win/loss ratio tracking system. If you want to become a competitive player then you should look into joining a competitive discord server and entering tournaments. Right now the For Honor Trials discord is the best one to join.
3) The reason your friend went up higher in just 3 matches is probably because he beat opponents that had a higher MMR rating than him, thus he earns more points for winning and less for losing. See also point 1 above.