Selin Sargut Dayan Service & Experience Designer
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Services

Three ways I work with you, and how.

Every engagement starts from the same question: how does this service actually work today, for the people using it and the people running it? From there I go as far as you need, from a focused discovery to designs ready for build.

01

Service Design & Research

For organisations that know something is not working, but not exactly what, or why.

Typically 4 to 8 weeks

Discuss a project like this

I talk to customers, frontline staff and stakeholders, map the journeys and the processes behind them, and show where the service breaks. You get a shared picture of today and a clear, prioritised view of what to change.

What you get

  • Stakeholder and customer research, synthesised into insights
  • Personas and role models, including complex B2B and multi-actor roles
  • Current and future-state journey maps and service blueprints
  • Experience principles and a North Star vision
  • A prioritised roadmap of opportunities

Related work

DCT Abu Dhabi: An Immersive Experience Platform for Abu Dhabi’s MuseumsDCT Abu DhabiDCT Abu Dhabi: An Immersive Experience Platform for Abu Dhabi’s MuseumsRead the case study → Diriyah Gate: From Digital Vision to Service RoadmapDiriyah GateDiriyah Gate: From Digital Vision to Service RoadmapRead the case study → Al-Futtaim Blue: From App Relaunch to a Connected Mall ExperienceAl-FuttaimAl-Futtaim Blue: From App Relaunch to a Connected Mall ExperienceRead the case study →
02

AI-Enabled Experiences

For teams adding AI agents, recommendations or automation to an existing service.

Typically 2 to 6 weeks

Discuss a project like this

AI changes the relationship between the user, the product and the service. I work out where it adds real value, what it should and should not do on its own, and how people stay informed and in control.

What you get

  • AI opportunity mapping across the end-to-end journey
  • Agent roles, hand-offs and human-in-the-loop points
  • Trust and transparency patterns: explanations, confidence, control
  • Concept designs and prototypes for AI-led moments
  • An adoption path from assistive to more autonomous

Related work

FAB Business: Exploring AI Opportunities in SME BankingFAB BusinessFAB Business: Exploring AI Opportunities in SME BankingRead the case study → FAB Access API: A Unified, Goal-Oriented API Banking PlatformFAB · First Abu Dhabi BankFAB Access API: A Unified, Goal-Oriented API Banking PlatformRead the case study → AI-Enabled Enterprise Workflow PlatformConfidential · BankingAI-Enabled Enterprise Workflow PlatformRead the case study →
03

Product & Experience Design

For teams ready to define and design the product itself.

From 6 weeks, or ongoing

Discuss a project like this

I turn research and strategy into information architecture, flows, prototypes and design language systems, and stay close to your delivery team through hand-over.

What you get

  • Information architecture and user flows
  • Wireframes, high-fidelity UI and interactive prototypes
  • Usability testing and iteration
  • Design language system and hand-over documentation

Related work

FAB Access: Rethinking Corporate BankingFAB · First Abu Dhabi BankFAB Access: Rethinking Corporate BankingRead the case study → FAB Business: Redesigning the SME Business Banking PlatformFAB BusinessFAB Business: Redesigning the SME Business Banking PlatformRead the case study → Paşabahçe: Where Physical and Digital MeetPaşabahçePaşabahçe: Where Physical and Digital MeetRead the case study →

How I work

Clear steps, no surprises.

A structured process, but not a heavy one. Every engagement follows the same four steps, sized to your timeline and budget.

  1. 01

    Understand

    Stakeholder interviews, customer research and a review of what already exists, including the parts nobody has written down.

  2. 02

    Map

    Journeys, blueprints and personas that put customers, staff, processes and systems on one page.

  3. 03

    Shape

    Co-creation workshops, principles and future-state journeys. Your teams and I agree where the service is going.

  4. 04

    Design & prove

    Concepts, prototypes and testing with real users, then hand-over with the documentation teams need.

Working together

Sized to the work.

You work with me directly. For larger programmes I bring in trusted specialists, such as UI designers, researchers and developers.

Model Best for Length
Focused sprintA clear question, such as where AI fits in one journey2–3 weeks
ProjectDiscovery through concept, or a full product design phase4–16 weeks
Embedded leadOngoing senior design leadership inside your programmeMonthly

Also available: workshop facilitation, and design capability building for in-house teams, as I did for ADCB's Design Centre of Excellence.

What clients can expect

Working with me.

Senior work throughout: the person in the pitch is the person doing the work.

Deliverables built to be used by product, tech and business teams.

Questions

What clients usually ask.

What kind of organisations do you work with?

Teams of every size: start-ups and growing businesses as well as banks, government entities and large organisations. What they share is a service or product with many moving parts.

Can you work with our in-house design or product team?

Yes, and I often do. I can lead discovery and strategy and hand over to your team, or join as an embedded design lead and work alongside them.

Do you work alone?

You work with me directly, from the first workshop to hand-over. For larger programmes I bring in trusted specialists, such as UI designers, researchers and developers.

How does a project start?

With a short call about the challenge. I then send a written proposal with scope, approach, timeline and fee, usually within a week.

Where are you based?

I'm based between Istanbul and Dubai. I run workshops on site for key project milestones and conduct field research when needed. Otherwise, I work remotely with teams wherever they're based.

Not sure which fits?

Tell me about the challenge and I'll suggest a starting point.

Tell me about it