Hi, I am Zühal 👋
Precise by trade, playful by hand.
I simplify complex products, turning complex data into dashboards and workflows people can trust. Most of my recent work has been in FinTech, with experience across SaaS, data visualisation, branding and illustration.
I use AI tools where they help me move faster, without losing the judgement and craft behind the work.
A closer look at how I turn complex systems into structured, intuitive products.
Four years working across a complex financial advisory platform, from building a 38-page design system to improving FactFind workflows, mobile experiences, dashboards and client lifecycle tracking.
All screens use test data.
Two mobile concepts, two very different user journeys and goals.
A cover licensing platform where musicians record, upload and monetise their cover versions. Designed end to end, from onboarding to payment.
Two years of end-to-end product design for a school parent community: eleven interconnected flows, from messaging and events to a marketplace, held together by one flat information architecture.
A decade of brand, identity, and campaign work running alongside the product design.
The same FinTech platform, but the brand side of it. Eight months covering strategy and positioning, the logo system, colour and type, the website, and everything from LinkedIn banners to pull-up stands at events.
Projects where the brief started with a feeling rather than a flow: album artwork and identity for the Slay Project, brand identity for Redzill, and a retail concept for Ayasofya Market.
Earlier work across digital products, campaigns and branding, from Bilyoner and Pharos to independent app concepts.
Clear, thoughtful interfaces with enough personality to feel human.
A little less pixel-perfect, a little more by hand.
A quick look at what shapes my work.
Over the past 10+ years, I have worked across branding, digital design, and product design. For the last four years, I have focused on designing complex fintech products, creating workflows, dashboards, design systems, and tools that help people complete important tasks with confidence.
I enjoy making complex products feel calm and easy to understand. I like taking time to understand a problem, exploring different solutions, and finding an approach that works well for both users and the business.
When I step away from product design, I usually find myself drawing. It keeps me curious, encourages me to look more closely, and reminds me that good ideas often start with simple observations.
