There is no point in which job you work; now we are racing with speed. From the delivery of the product, to the service we provide, even to the message we send in our personal lives. We are expecting a message from WhatsApp that the blue symbol flashes as if the world is at its end.

We want a photo we upload to Instagram to meet with our followers as soon as possible. When we call someone, the phone gets annoyed when the phone does not fall, we are trying to reach that person in different ways instantly.

While we live in this speed world; Are we aware of the frictions in our lives? Such that; These are the frictions that make us almost like us.

User experience and digital marketing expert Mehmet Doğan and financial analyst Yigit Ahmet Kurt’s Rugged Excellence, tell us about these frictions.

User experience and digital marketing expert Mehmet Doğan (which I have followed for many years from the blog named and financial analyst Yiğit Ahmet Kurt’s book “Rough Perfection” (in Turkish Pürüzlü Mükemmellik), tells us these frictions.

Do you realize that Starbucks doesn’t just sell us coffee? Starbucks sells us a coffee culture, coffee experience, next to coffee.

If you are asked to make four lattes… Would you clean sheaker again in every coffee? You’ll probably clean up after four coffees. But Starbucks offers us a frictional. With this friction, a coffee normally takes 2 minutes to make an average, but Starbucks’s “slow down” order to the barista, each latte is repurging the mixer during the construction phase.

When you wait while you get your coffee, it’s not just coffee from Starbucks; By looking at the surrounding coffee beans, signs, advertisements, you are buying a coffee experience by listening to other customers ‘ coffee orders.

So After a few orders, you are now becoming a Starbucks regular, part of this coffee experience, which speaks of the Starbucks language.

We can see these types of frictions all over our lives. I just clicked on the link to read a story and I visited site. In addition to the printed magazine, Forbes aims to make money from advertisements on the website and publishes an ad/banner before the page with the story opens.

Normally, the news sites in Turkey prefer to open these ads as full-page, while delivering a poor user experience; Forbes added the “promise of the Day” section to this ad space. With this friction added to Forbes ‘ page, the visitor sees the ad space, reads the word of the day instead of directly pressing the cross button and closing the ad, and then closes the ad space if you want.

We have seen a similar frictional sample on Google’s site for many years. Google in user tests; Users who want to open a new account on will click on the “Create My Blog” button after typing the account information and their blogs are ready! But the users think there is a mistake here. Because users are creating their blogs very quickly and they are confused.

Google officials who see it add a friction to the registration screen; “Creating Your Blog”!

It’s just that. Normally it occurred in the blog, when he clicked on the button. But in terms of gaining experience from users, experience specialists are referring to such a way.

Another blog software is that WordPress must also be faced with a similar user’s amazement during user experiences; He’s informing the user.

After each WordPress installation “Were you expecting more steps? Apologize. That’s all!

If you have an ecommerce site, you might think it would be a great convenience for you to ensure that your customers complete their purchases in the quickest way. Or you could have a shop that sells natural organic products. Or you can be in the service sector…


The same as this book, you can slow down your sales steps in the process and gain different user experiences. Think about it;)

Digital Communication Specialist, Trainer.