End-to-end booking journey & fintech experience.
Role: Product Designer · Year: 2024-2026 · Category: B2C · NDA · Product Design · Mobile App · Tools: Figma
The Turkish Airlines mobile app serves over 25 million users across 9 languages. This project involved a comprehensive redesign of four core experience areas: end-to-end flight booking, manage booking & check-in, Miles&Smiles (Loyalty Program), and TKPAY Wallet. The process was deeply cross-functional, where every design decision was shaped in collaboration with business analysts, engineers, and project managers—balancing user needs, technical constraints, and business goals at every turn.
As a Product Designer, I worked in close partnership with the UX research, product and engineering team from the project's inception. Following the discovery phase, I took full ownership of the end-to-end UX and UI design for the primary experience areas across the platform. - My responsibilities included mapping complex user flows with a rigorous focus on critical edge cases, and facilitating weekly stakeholder alignment sessions to ensure business logic was seamlessly integrated with user needs. Additionally, I contributed to the creation and maintenance of a unified design system while delivering high-fidelity interface solutions. I led the end-to-end design ownership for the following core experience areas:
Problem Statement Turkish Airlines' digital ecosystem had become a fragmented experience. Inconsistencies across platforms, an outdated visual language, and evolving passenger expectations made a redesign a strategic imperative. Specifically, disjointed workflows in booking, ticket management, and real-time operational updates were creating significant friction and uncertainty for travelers, turning a simple journey into a stressful process. High-Level Goals The primary objective was to deliver a unified design language that streamlines core traveler journeys while improving the discoverability of integrated services. The focus remained on aligning the platform’s aesthetic with modern standards and creating a more intuitive interaction model for loyalty and operational management.
From research to final UI, every phase was executed in-house — structured, collaborative, and grounded in real user needs.
Every design decision in this project was the result of a deliberate and structured process. From identifying edge cases through real operational data to translating research findings into validated wireframe solutions, each step was shaped by close collaboration with stakeholders, domain experts, and the client. The goal was not just to design screens, but to make informed decisions that held up under complexity.
Designing for Turkish Airlines meant thinking beyond the screen. Every decision had to account for millions of passengers across different languages and cultures, complex operational realities, and the people on the ground making it all work. It was a rare opportunity to design at a scale where user experience and business operations are deeply intertwined.