Hi, I'm Selin.

I work independently so I can do the work I enjoy most: taking complex services and making them easier to understand and use.

I'm an experience and service designer with more than 10 years of experience across banking, telecom, government, destinations and loyalty. I work where strategy, creativity and technology meet, so design decisions are also sound business decisions.

I started as a UI/UX designer at Intel Labs in Istanbul, doing research and product design for smart education and IoT in education, healthcare and the home. At IBM iX I worked as a business designer, led the UX team in Türkiye and helped win new business. In Dubai I led experience design for banks, government entities and some of the region's largest organisations.

Research has always been at the centre of my practice. Interviews, stakeholder discovery, usability evaluation and journey mapping help me understand what is really happening today, not what the org chart says should happen.

I'm drawn to service design because the most important problems rarely sit in one screen. In corporate banking, the real story is about different roles, approval chains, business needs and how the digital channel works with the wider bank. Get that right and the screens follow.

More and more of my work is about AI: how it changes the relationship between the user, the product and the service, and how to design for trust, recommendations, human control and growing levels of automation.

I also care about how design teams work. I started a Design Guild and design meetups with cross-disciplinary critiques, and I coach client teams in design practice. My rule is simple: learn, apply, share.

Career