The Client & Project Information

Türkiye Finans Participation Bank is one of the strongest participation banks of Turkey operating since 2005.  It decided to implement changes and improvements in business processes with its Customer Experience and Multi-Channel Strategy.

Our client approached us to transform existing investment web platform to mobile app. While doing this transformation, we wanted to improve the service and simplify it to make more comprehensible by novice user.

My Role

I led the design of Tfx Target in iOS and Android platform for mobile and tablet. My responsibility was defining the product strategy and planning and executing the design process of the project. The project divided into 2 phases, mobile and tablet. The product is launched in mid summer 2015

For the research I worked with visual team lead and for the project we were group of 10 consist of scrum master, product owner, visual designer, business analysts and developers. We worked agile and applied scrum methodology.


I created frameworks and system maps to share the vision, design principles and content strategy. This helped to spread ideas, gain alignment and decide proposition value.


I defined the design methodologies and run the all process. I balanced between user goals and business goals. I prioritised and negotiated features for launch and beyond.


I partnered with a one other visual designer to uncover insights and translate concepts into features that address customer behaviours and motivations.


I was the responsible all the design deliverables. I designed and presented works to gain buy‐in from executives, senior stakeholders throughout the project lifecycle.

The Challenge

Transforming Complex And Complicated System Into Simple One

The aim of the project was generating a mobile channel to existing investment platform Tfx Target. After our expert review and user interviews, we realised that instead of generating a new channel, the structure needs to be rebuild for more intuitive and perceptive usage also in web platform. We faced with 2 big challenges; understanding the complicated system and transforming it to simple one into short time period and convincing the client to redesign of the structure.

The Strategy

Running Iterative Process

Instead of replicating a new channel to existing platform, we wanted to improve mobile channel to create mobile first strategy. Trading platform was a new domain for our team so we decided to have an iterative process. From scratch to the launch, the product was tested and evaluated by the team repeatedly as much as possible. Running an iterative process provided us to learn by our mistake and improve the quality of our output.

Learning By Doing

Tfx Target web platform was developed on Java with its own limitation. When the new feature needed, instead of restructure the system, it was added on existing platform so it makes complex platform even more complicated. We decided that getting training about Tfx Target was crucial for all the team members. Knowing what we were doing provided us empathy and collectivity which increased the synergy and our efficiency





Observing Human

Desktop Research
Stakeholder interview
Benchmark Reports
Expert Review




Analysing Challanges
and Opportunities

User Interview
Persona Creation
Experience Map
Roadmap Planning




Envisioning Future

Information Architecture
Product Execution

More About Process


The project started with kick of meeting with the attendance of dedicated team. Investment was a new domain also for our company. We decided to spend a week with training of existing web platform to understand the existing system and investment process. During this training, we collected the latest improvement on the market and investigated similar web and mobile applications. After training we prepared expert review that highlighted the problematic information structure and unnecessity of information. Through these painpoints we prepared brief benchmarking report to convince our client to restructure the project.


With the stakeholder meeting, 6 different persona were created to understand the different user profile and their needs. After that, contextual inquiry was organized to interview with users and to observe usage context and their needs. There were mainly 3 types of profile; beginners, common investors and power traders. As a sum up of our research, experience maps were generated to answers different needs of different profiles. The design principles were defined as connected, layered and simple. Ideas were turned to features and checked their feasibility to define the roadmap and phases of the project.


Information architecture was generated to understand the clear user flow. Then I started sketching out different patterns. Extremely low fidelity sketches allowed me and product owner to collaborate on ideas quickly and critique them without focusing on granular details. With the detailed wireframes, I started thinking about Interaction Design and the small interactions that would make the experience as frictionless as possible. We worked agile and used scrum method for delivery. End of every sprints, all the team members reviewed the design and development. The development process is still ongoing.

The Launch

Mobilizing Investment : Improved onboarding and Layered information

Mobile applications are more accessible then web platforms. While generating a mobile channel of investment system, we wanted to reach more customer. We wanted to make the investment app more accessible and more understandable so simplicity became an essential for the project. Instead of creating just a demo account, we designed “how it works” session for onboarding that lets customer stimulate every step of each flow one by one with an explanation. There was too much information needs to be layered. We used card patterns which have been extremely helpful for grouping information. They allow us to give our users small amounts of information upfront but the opportunity to dive deeper should they want to. Tab bar enables quick navigation, and color updates users on critical changes in stocks and their personal portfolios. The mobile app is launched to pilot group on may 2017 for the user and security testing.