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EMRE AY

Senior Product Designer (UX/UI) | Enterprise SaaS, Fintech & Corporate Platforms

Amsterdam, Netherlands  |  hello@erturkemreay.com  |  erturkemreay@gmail.com  |  Linkedin

Professional Summary

Senior Product Designer (UX/UI) in the Netherlands with more than ten years of experience designing digital products that are based on data for enterprise SaaS, fintech, corporate platforms, and brand-led digital experiences. Expert in design systems, scalable product thinking, and making complicated user flows easier to understand in environments that are regulated and require a lot of work. User-centered, collaborative design has been shown to improve consistency, speed up delivery by 65%, and cut user drop-offs by up to 30%. Combines thinking about products in a strategic way with actually doing things on the web and mobile.

TECHNICAL SKILLS

Product Design & Systems

UX & Product Design · Design Systems & Scalability · Information Architecture · Complex User Flows · Accessibility (WCAG) · Web & Mobile Product Design · Data Visualization & Dashboards

Domain Expertise

Enterprise SaaS & B2B Platforms · Corporate Digital Products & Intranets · Data-heavy & Regulated Systems · Back-office & Operational Tools · Fintech & Digital Payments · E-commerce & Checkout · Brand-led Digital Experiences

Research, Process & Delivery

Product Discovery & Validation · Customer Journey Mapping · User Research & Usability Testing · A/B Testing & Funnel Analysis · Cross-functional Collaboration · Agile Product Teams · Co-creation Workshops

Leadership

Design Leadership & Mentoring · Design Ops & Workflow Standardization · Stakeholder Management

Tools

Figma · Framer · Axure RP · Adobe Creative Suite · Miro

AI-Assisted Workflow

ChatGPT · Gemini · Midjourney · Lovable · Figma AI · Framer AI · Miro AI

KEY ACHIEVEMENTS

  • Design System Scale: Scaled and led the adoption of a design system across 15+ enterprise banking projects, accelerating delivery timelines by 65%.

  • Design Operations Impact: Standardized end-to-end UX workflows across multiple banking programs, improving delivery predictability and cross-team efficiency.

  • Industry Recognition: Delivered award-winning digital and UX-led projects for global brands during agency tenure within an international creative network.

WORK EXPERIENCE

Independent - Consulting

Senior Product Designer (UX/UI)

Zaandam

08.2024 - Present

  • Consulting for startups, fintech companies, and design agencies on design systems, product experience audits, and experience-led product strategy.

  • Operating as an embedded product designer, owning end-to-end design processes from discovery to delivery.

  • Contributing directly to product roadmap discussions, prioritization decisions, and cross-functional alignment with product and engineering teams.

VERIPARK

Senior Product Designer (UX/UI) & UX Team Lead

Global provider of Omni-Channel delivery, CRM, and Digital Banking solutions

Istanbul - Zaandam

01.2019 - 08.2025 

  • Led and coordinated a UX team across multiple enterprise banking products, aligning design execution with product, engineering, and business teams across parallel enterprise banking projects.

  • Architected and scaled VeriPark’s WCAG-compliant Design System, including component libraries, design tokens, and documentation, adopted across 15+ enterprise banking projects, improving consistency and reducing delivery time by 65%.

  • Defined and standardized end-to-end design workflows, covering discovery, wireframing, service design, prototyping, and validation.

  • Established design ownership and communication standards to improve cross-team clarity and delivery predictability in complex, multi-stakeholder enterprise environments.

  • Mentored designers through structured reviews and skill-based coaching, with 80% progressing into senior or leadership roles.

  • Worked directly with bank stakeholders and end-users to optimize live systems through data-informed analysis and iterative testing, contributing to up to 30% reduction in user drop-offs.

Senior Product Designer (UX/UI)

Istanbul

01.2019 - 01.2020

  • Designed complex, data-heavy banking workflows, including onboarding, transaction flows and operational dashboards for enterprise financial institutions operating in regulated, multi-market environments.

  • Translated fragmented requirements, regulatory constraints and technical limitations into clear,user-centred product flows.

  • Collaborated closely with product owners, engineers and analysts to validate assumptions and improve usability across live platforms.

  • Contributed to the early foundations of the design system by defining reusable UI patterns and interaction principles.

HAVAS CX (PROJECT HOUSE)

Senior UX/UI Designer

Part of Havas Creative Network, a global communications group

Istanbul

04.2014 - 01.2019

  • Designed and delivered digital experiences including corporate websites, intranets, campaign platforms and e-commerce solutions for large-scale brands across multiple industries.

  • Led full design processes from wireframes to high-fidelity interfaces, ensuring consistency and usability across platforms.

  • Worked closely with creative, marketing and development teams to translate business and campaign requirements into user-centered digital solutions.

  • Ensured high visual quality and consistent interaction standards across brand-led digital platforms.

Gri Creative

Junior Web Designer

An integrated service agency based in Istanbul that designs the interaction between brands and people.

Istanbul

01.2013 - 07.2013

  • Duplicated, designed sub-pages come from the Sr. Art Directors

  • Created alternative Concepts for the clients

  • Created Images for Social Media Accounts

Web Sites:

  • Fibabanka

  • Fibaemeklilik

  • Anadolu Sağlık Merkezi

  • KIA

  • Divan

  • İş Leasing

  • Hayat Kimya

Pixelplus Interactive

Junior Web Designer

A full-service digital agency based in Istanbul, offering design, software, and social media services.

Istanbul

11.2011 - 01.2013

  • Started as Intern and learned the way of working in this business, Design Thinking, Design, and Development Processes.

  • Designed Mailings, Social Media Posts, and later Duplicated, and arranged sub-pages come from the Sr. Art Directors.

Mailing Designs:

  • Garanti Emeklilik

  • Garanti Ödeme Sistemleri

  • BKM Express

Website Designs:

  • Garanti Emeklilik

  • Sinpaş G.Y.O

  • Flexi Card Online Banking

EDUCATION

Beykent University, Istanbul | B.A. in Graphic Design | 2009 – 2011

LANGUAGES

  • English – Professional working proficiency

  • Dutch – A1 (currently in active learning)

  • Turkish – Native

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