The Client & Project Information

Turkcell is the leading mobile phone operator of Turkey, based in Istanbul. The company has 34.4 million subscribers. The aim of the company is to ease and enrich the lives of our customers with communication and technology solutions.

Super Esnaf project was a social responsibility project, aimed to support small and medium sized enterprises. The brief was to start a conversation between local small business to Turkcell’s clients by connecting them via mobile.

My Role

My responsibility was defining the product strategy and leading the design process of the project. I worked with a small team of  visual designer, business analysts and product manager on a tight release schedule.

I led the design of Turkcell Super Esnaf since the outset of the project in April 2014. Up until September 2014, I led efforts to evolve the service and address customer pain‐points related to the browse and discovery experience. The product is launched in August 2014

Experience Strategy & Vision

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

Planning & Scope Definition

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

Customer Insights & Ideation

I partnered with a project manager and 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

Create Relationship with Customers

Due to nowadays consumption culture local shops are having difficulties to have a share on the market. Turkcell want us to find a efficient way to direct their customer to local shops and start a conversation for continues interaction between local shops and its clients.

The Strategy
For The Project

Living in a neighbourhood

Making local shops more accessible on the right time and right location was our core aim. We wanted to remind people the neighbourhood value and have an emotional touch.  We decided to start with discovery of local shop and postpone the engagement with shops to later phases.

For The Process

Client As a Team Member

There were multiple stakeholder as signed as product owner on the project. I believe co-creativity helps decision making process. ideation activities such as generating persona , building up user scenario and etc. were done with all the stakeholders attendance. Working together provided us better communication and integration.




Observing Human


Desktop Reseach
Stakeholder interview
Benchmarking Report
Field Reseach



Analysing Challanges
and Opportunities

Persona Creation
User Story
Concept Generation
System Map
Concept Prototyping



Envisioning Future

Information Architecture
Visual Design
Product Execution
Future Phases

More About Process


I started the project with a desktop research to reach the work done to support local shop owners. The stakeholder workshop was focused to understand business needs of Turkcell. With the help of the benchmarking research, I mapped out the services on the market and their features which helped us to define the strategy and the direction of the project. Me and my team were done a field research to understand who we really need to reach out and how it is the existing interaction between the local shop owners and local people.


We defined 6 different persona and generated use scenario to understand users’ behaviours, needs and motivations. After analysing all the data we collected, we generated 4 different concepts. Each concepts represents a different strategy and all of them were presented with users mood-board, system map and key features to create a solid understanding of them. One of the concept is chosen by Turkcell and finalized by me. We agreed on a set of feature list and 2 phases plan. Turkcell, for the first phase wanted us to focus more on discovery instead of engagement to spread the project first and gain more users in terms of shop owners and users.


I worked on the information architecture to understand the general navigation of the application.  After agreed on the information architecture with the business analyst and development team,  I started to design interaction of the app and produce the wireframe of key screens.  Wireframes were translated to UI by visual designer on the project. We worked agile and each sprints are defined by team and lead by product manager.

The Outcome

Live Local, Be Local

We designed an experience that encouraged the customers to engage with the service on all touch points and leveraged the reach of Turkcell in the Turkish market.