Mehmet leads the digital marketing at twofour54, a fully integrated & supportive tax-free media zone that delivers world-class production services. As head of digital, Mehmet is responsible for the end-to-end online and mobile businesses and customer experience at twofour54. He has a 20-year history of devising and developing digital products for top-tier brands in Canada and UAE. He is the author of award-winning user experience book "Teknoloji Kimin Umrunda" and the creator of "Altı Üstü Tasarım" blog.

4. more info: James Gleick - Fstr

8. more info: Jerry Della Femina - From Those Wonderful Folks Who Gave You Pearl Harbor

12. more info: Atul Gawande - Checklist Manifesto

13. more info: Harry Brignull - 90 Percent of Everything

15. more info: Jeff Brooks - The Fundraiser's Guide to Irresistible Communications

16. more info: Jeff Venn - Redesigning Blogger

19. Reducing friction is still a valid strategy, BUT
before you do that, you might want to think
about where asking questions and adding
points of complexity might help establish a
dialogue with your customers.
- Sushmita Subramanian
Director of Product Design, Lumosity

22. “Springtime shaded belays at the Creek,
predawn starts in the Canadian Rockies and
hut tours in the High Sierra: Anyplace brisk,
the Down Sweater delivers featherweight,
superbly compressible warmth. Details include
top-quality 800-fill-power 100% Traceable
Down (goose down that can be traced back to
birds that were never force-fed, never live-
plucked), a quilted-through construction, two
exterior…”
more info: Margot Bloomstein - Content Strategy at Work

24. ✤ Drive exploration & discovery
✤ Encourage deliberate choices
✤ Focus users’ attention
✤ Gain credibility

28. Obeying rules without an understanding
of the reasons behind them creates an
approximation of competence which
leaves one vulnerable to the exceptions.
Sea Kayaker's Deep Trouble

29. friction
delay
slowness
speed bump

31. Twitter: @mehmet_dogan
Instagram: mehmet_dogan
Email: mdogan@gmail.com
Thank you!
and a few tweet suggestions (if you need it)
Sometimes people want; sometimes people
need friction in the process, before they’ll buy a
product or an idea.
Friction in UX gives meaning to actions. Friction
creates credibility; helps our customers to focus;
helps people choice the right things.
When we sit down to try and figure out how to
design a user experience of something, we need
to understand human nature elements at play.