Designers
Örsan Berkay Tülüce, İpek Kedici, Elif Arslan, Alara Paksoy, Kadir Aslantaş, Anıl Emmiler, Derya Dilara Doğan, Melissa Cansesli, Ekin Erden, İpek Gürbüzsel
Year
2025
Category
Product
Country
Turkey
Design Studio / Department
Digital Design & Innovation
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
The core challenge lay in seamlessly integrating financial and lifestyle elements into one proactive ecosystem that felt personal yet scalable. Our goal was to create a seamless, personalized experience that empowered users and offer a a tool that could address not only their transactional needs but also support their broader life goals. Achieving this meant designing personalized, context-driven workflows that aligned with users’ daily routines and long-term financial goals. Every interaction needed to feel intuitive yet powerful, ensuring that complex services and predictive insights remained accessible and genuinely meaningful to the end user. It was an intricate balancing act that required continuous research and iterative refinements.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
The most inspiring moment was seeing users fully engage with For You’s proactive insights—smartly positioned to spark action—and its carefully structured architecture that made multiple features easily consumable. The aha! moment came when we realized that For You could simplify complex decision-making while inspiring trust. A challenging moment came early on when our initial design overwhelmed users with too many features at once. Iterating on this insight, we redesigned the hierarchy, leading to a more intuitive experience that aligns with user behaviors. Aligning diverse stakeholders was challenging. However, this process strengthened the team's ability to collaborate effectively and prioritize user needs above all else.
Where do you see yourself and the project in the next five years?
In the next five years, “For You” will become more than a banking tool: it will be a strategic advisor woven into their daily lives and a central pillar of integrated financial living. Its scalable architecture will allow it to evolve alongside emerging technologies, new partnerships and deeper AI capabilities easily. This will further reinforce the solution’s role as a trusted companion for long-term financial well-being. Personally, we continue to drive impactful initiatives that push the boundaries of what digital experiences can achieve, focusing on building solutions that not only meet but anticipate users' needs across diverse contexts.
