Products | UX/UI Design Portfolio

1. Discover - Research & Understand

To understand the full ecosystem of BPN’s services and guide their transition into fintech, I started the research phase with three sets of interviews, each targeting a different part of the service landscape:

Conducted 8 on-site interviews with staff from 8 different branches

Investigated:

How branches currently handle money withdrawal and transfer
How customers interact with staff and physical infrastructure
The demographics and behavior of current customer segments

Insight

Branches are more than transaction points, they serve as trust anchors for specific groups like migrant workers and older adults. This helped identify opportunities for phygital integration, combining physical branch services with new digital wallet functions.

To understand expectations around digital finance, I conducted interviews with a broad range of users which using digital wallets.

Explored:

Everyday financial habits
Motivations for choosing digital wallets
Key barriers to adoption
Looked at pain points and behaviors across saving, spending, and transferring money

Findings:

Users want ease of use, trust, and benefits like savings tracking or discounts
Younger users are driving change, while family members follow

Stakeholder Interviews – Internal Alignment

To ground the design process in business and operational realities, I also conducted interviews with internal BPN stakeholders.

Discussed

Company goals and constraints
Vision for fintech expansion
Potential partnerships and tech capabilities

Result

Clear understanding of organizational ambitions and how to align user needs with BPN’s strategy.

02 – Define: Synthesize Insights & Frame Opportunities

After conducting stakeholder, customer, and branch interviews, I synthesized the findings to identify key ecosystem-level pain points and emerging user needs, not just within BPN, but across the broader digital wallet landscape in Turkey.

Limited Awareness of Financial Features

Users are unaware of the benefits of prepaid cards or cross-currency transfers, features that traditional banks often don’t offer clearly.

Emerging Demand for Social Finance

Younger users are accustomed to social sharing and expect financial products to integrate similar social interaction mechanics.

Flexible & Micro-Based Saving Behavior

Users want easier ways to save collaboratively, often in small amounts and across specific goals or groups (e.g., joint accounts with friends/family).

Interactive Payments as Relationship Tools

Sharing money is not just transactional, it’s emotional and social. Users want ways to express or negotiate relationships through spending.

image of a digital marketing campaign design [interface]

Persona development

Using these patterns and tools, I created 4 key personas to represent the diverse needs and expectations of digital wallet users. These personas served as the anchor for designing tailored customer journeys, concepts, and service touchpoints throughout the rest of the project.

03 – Develop: Ideation & Concept Prototyping

With four detailed personas and clearly defined opportunity areas, I led the Develop phase by facilitating a collaborative design thinking workshop aimed at shaping potential service concepts and customer experience flows.

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User-Centered Design in Action

With four detailed personas and clearly defined opportunity areas, I led the Develop phase by facilitating a collaborative design thinking workshop aimed at shaping potential service concepts and customer experience flows.

[interface] image of software interface (for a edtech)

Idea Prioritization Matrix

Following the Design Thinking workshop, we synthesized and clustered over 100 unique ideas generated by participants. To move from exploration to action, we organized these ideas into a Prioritization Matrix, evaluating each one.

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Mapping Ideas to the Customer Lifecycle

After prioritizing over 100 ideas, I organized the selected concepts under key customer lifecycle stages, from awareness to referral. This helped ensure that our proposed features addressed the entire user journey, not just isolated pain points.By distributing ideas across lifecycle stages, we revealed where the experience was strong, and where additional service opportunities could create more value.

From Journeys to Interfaces

To bring the prioritized ideas to life, I created To-Be journey maps that show how our key personas would experience the new service across different lifecycle stages. These maps visualized not just steps, but also motivations, emotions, and key decision points. Building on these journeys, I developed early wireframes and interface concepts to explore how the features would translate into a usable, intuitive product experience, ensuring alignment between service vision and user interaction.