Leading product management and user experience initiatives at PASSO, Turkey’s leading ticketing and fan engagement super app for sports and live events under Aktif Bank.

Responsible for shaping the product vision and experience strategy across PASSO’s digital ecosystem, focusing on building scalable, user-centric products that enhance how millions of fans discover, purchase and experience sports and live entertainment.

PASSO is evolving beyond ticketing into a multi-service super app, integrating football experiences, commerce, food & beverage, financial services and gaming modules into a unified platform designed to deepen fan engagement and create seamless end-to-end event experiences.

Led UX/UI and digital experience initiatives across LC Waikiki’s global e-commerce ecosystem, playing a key role in shaping scalable product experiences for millions of users across web, mobile and B2B platforms. Additionally, I oversee Pre-Checkout, Checkout, Post Checkout, Mobile App Business Analysis, UX/UI design processes, and testing, ensuring alignment with our experience strategies.

In the later stage of my tenure, I played an active role in the Digital Product, collaborating closely with a 10+ person cross-functional team responsible for key stages of the e-commerce journey, including product discovery, listing pages, product detail pages and basket experience. In this context, I worked alongside product, engineering, marketing and data teams to improve conversion, optimize user journeys and support data-informed product decisions across web and mobile channels.

In parallel, I contributed to initiatives within the Customer Experience & Strategy function, supporting the development of customer experience vision, experience frameworks and strategic improvements aimed at strengthening end-to-end digital journeys. Through these initiatives, I helped bridge product development, UX strategy and business goals across the broader digital ecosystem. Moreover, i monitor product performance metrics across various channels, including web, iOS, Android mobile, and B2B sites, while also ensuring compliance with accessibility and usability standards. 

• Collaborated with cross-functional teams under Digital Product Management to lead UX/UI strategy across the LC Waikiki Marketplace.
• Managed end-to-end UX/UI processes including personas, journey mapping, wireframes, prototypes, and high-fidelity UI designs.
• Directed UX flows and responsive designs for web, mobile (iOS & Android), and desktop platforms.
• Led UX/UI initiatives for Marketplace Seller Portal (B2B) and contributed to the design system for internal and external tools.
• Ran A/B test scenarios focused on user flow, personalization, and usability improvements to boost product performance.
• Conducted competitor analysis (e.g., Baymard) to identify UX best practices and improvement opportunities.
• Ensured compliance with WCAG accessibility and usability standards to support inclusive design.
• Created interactive prototypes and gathered user insights through usability testing.
• Monitored performance metrics across multiple platforms using tools like Google Analytics and Clarity, supporting data-informed design decisions.

• Led a cross-functional UX team including UI designers, researchers, and user testing specialists across web, app, and B2B platforms.
• Designed and delivered user-tested flows for the Koton mobile app, driving improved usability and engagement.
• Managed omni-channel UX initiatives, including Click & Collect, Returns, and Checkout flows, aligning with benchmark insights and business needs.
• Conducted A/B testing, moderated user tests, and funnel analysis to improve UX and optimize conversion rates.
• Developed UX strategies for both D2C and B2B platforms, supporting business growth through data-informed design.
• Monitored KPIs tied to online sales, driving UX improvements and personalized user experiences.
• Led transactional and segmented mailing flows, improving user engagement and retention.
• Ensured user-centered design approach by integrating customer feedback, usability findings, and market research.

• Led UX/UI team across all design phases: wireframes, mockups, visual design, prototyping, and usability testing.
• Managed user research, Lean UX processes, and collaborated with IT, marketing, and category teams to align design with business goals.
• Oversaw HTML/CSS integration and component management within the SAP Hybris e-commerce platform

• Led the complete redesign of Boyner.com.tr, ensuring UX alignment through analytics and user behavior insights.
• Coordinated mobile app UI design with an external agency, focusing on wireframes and interface consistency.
• Designed daily banners, emails, landing pages, and interactive visuals (GIF, JPG) for marketing campaigns.

• Designed the full e-commerce website of Joker from scratch, creating a modern and corporate digital identity.
• Delivered marketing assets including banners, landing pages, promotional emails, and packaging design.
• Ensured brand consistency across digital and physical touchpoints for a wide children's product catalog.

• Designed responsive banners, landing pages, and email campaigns for e-commerce promotions.
• Created campaign microsites and visual assets for press ads and social media.
• Collaborated with the social media team to deliver engaging visual content across channels.

• Designed web banners, landing pages, and campaign microsites for the e-commerce platform.
• Created advertising materials for billboards, megalights, bus exteriors, and press ads.
• Delivered cohesive visual designs across both digital and outdoor marketing channels.

• Designed posters, billboards, and digital assets for Gold Computer and its sub-brands (Ng, Bross, Bien, Touch, Nova).
• Created Flash banners, email campaigns, and UX design elements for Suntec.com.tr and related platforms.
• Contributed to branding efforts, including logo design and visual identity development across multiple brands.