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Pioneering AI-Powered Storytelling for Families
Co-founded and led product development for Laila, creating a platform where families generate personalised video stories through simple prompts. Despite early-stage funding constraints and rapidly evolving AI technology, successfully launched a working product in 10 months.
TV+ Platform Evolution
Led the comprehensive redesign of Turkcell's TV+ streaming platform based on extensive user research identifying distinct viewing patterns. Managed cross-functional design teams to create a unified experience across devices while improving content discovery and addressing key pain points. Delivered an intuitive, content-focused interface that bridged live and on-demand viewing, strengthening the platform's competitive position despite complex stakeholder requirements.
AXA's Digital Wellbeing Revolution
Transformed AXA Health's digital wellbeing offerings through comprehensive human-centered design research and development. Led the project from initial discovery through MVP launch, creating a digital platform that balanced personalization with practical constraints while integrating expert-led health services. The resulting solution enhanced customer engagement by combining affordability with clinically-sound guidance.
Unifying Health Services in One App
Reduced health service access from 17 steps to a single touchpoint, unifying fragmented health services into one seamless platform. Retained major corporate clients including Barclays and Facebook while dramatically improving employee wellbeing, service utilisation, and operational efficiency.
Digital Transformation of Asthma Care
Designed a specialized screening tool to standardize asthma assessment and expedite specialist referrals. The digital service enabled healthcare professionals to make faster, more accurate care decisions while providing educational resources that increased patient awareness and understanding of their condition.
Media Company Operating Model Transformation
Developed a transformative operating model for a rapidly expanding media company facing scaling challenges. Through employee research, service blueprinting, and strategic recommendations, the project delivered a sustainable framework for growth, improved team dynamics, and enhanced operational efficiencies.
Imagining the Future of Workplace Experience
Created a transformative workplace strategy for 10,000 employees that anticipated hybrid work before it became mainstream. Established three strategic pillars balancing flexibility, technology, and human-centred culture, resulting in a workplace design that continues to influence Commonwealth Bank's approach years later.
Coca-Cola Music Moments Campaign
Designed a multi-channel digital experience for Coca-Cola's Music Moments campaign, integrating Facebook, Spotify, and mobile platforms. The innovative campaign successfully introduced Spotify to Coca-Cola fans while demonstrating music's power to connect people through shared memories and emotional experiences.
Telstra's Fiber Customer Journey
Designed the future customer experience for Telstra's national broadband transition, focusing on the end-to-end user journey. Through detailed research and prototyping, the project delivered a cohesive multi-channel experience spanning digital interfaces, retail stores, call centers, and in-home technician visits, resulting in improved customer satisfaction and adoption rates.
Optimizing Fast Food Ordering Experience
Reinvented the customer experience for a Mexican fast-food chain through behavioral analysis and service innovation. The redesigned ordering process reduced waiting times by 50% and optimized customer flow throughout the store, resulting in a remarkable 300% increase in sales revenue.
Building Small Business Loyalty Through Design
Developed a comprehensive strategic vision for how banks can better serve small businesses through their entire lifecycle. Through extensive qualitative and quantitative research with 900+ businesses, the project delivered actionable insights, distinctive personas, and a competitive advantage in the small business banking sector.
Reimagining Government Business Services
Established customer experience foundations for a government agency serving small businesses, exceeding stakeholder expectations. The project created strategic alignment between CX and Product teams, established an integrated service approach, and delivered a comprehensive roadmap for both digital and physical channel innovation.
Commercial Lending: 89 Days to 5
Transformed a cumbersome commercial lending process from 89 days to just 5 days through end-to-end service redesign. The project revolutionized customer journeys, streamlined operations, and reimagined technological infrastructure, resulting in dramatic improvements in approval times and customer satisfaction.
Designing a Science Museum Experience
Redesigned the complete visitor journey for a new science museum in Turkey, balancing educational experiences with commercial objectives. The service blueprint delivered enhanced visitor satisfaction, optimized operational workflows, and created a sustainable business model for future growth.
Unifying 50+ Banking Digital Touch-points
Created a transformative customer experience vision for a leading bank's entire digital ecosystem, spanning 50+ customer-facing digital assets. The strategic roadmap unified fragmented experiences, established financial wellbeing as a central vision, and delivered actionable implementation plans across all digital touch points.
Portfolio Health Check System
Created an innovative portfolio assessment system enabling investors to evaluate their financial health without advisor assistance. The suite of diagnostic tools identified improvement opportunities, guided better financial decisions, and empowered customers with actionable insights about their investment strategies.
Fibre Network Experience Strategy
Established product strategy foundations for a telecommunications provider, focusing on customer-centric design principles. The consulting engagement set strategic direction, developed evaluation frameworks, and guided the organization toward creating products that genuinely addressed customer needs and expectations.
Simplified Wealth Management
Transformed complex financial transactions into intuitive digital experiences for wealth management clients. Through iterative design and user testing over six design sprints, the project converted paper-based forms into streamlined digital processes, dramatically improving usability for both financial advisers and their clients.
Digital Fitness Coaching Platform
Developed a revolutionary fitness and nutrition mobile app for Vision Personal Training, transforming client-trainer relationships. The platform enabled trainers to provide tailored programs while empowering clients to monitor progress toward their fitness goals, significantly increasing client engagement and retention.
Financial Adviser Platform Integration
Transformed financial advisers' fragmented workflow into a centralized platform, streamlining day-to-day operations. This future vision prototype demonstrated how a single dashboard could replace six disconnected platforms, enabling seamless client service with all critical information accessible when needed.
Design ROI: 12% Revenue Growth
Increased ticket sales by 12% for QPAC through strategic product redesign and UX optimization. The comprehensive approach addressed customer pain points, streamlined the purchasing journey, and enhanced overall usability, directly translating design improvements into measurable business results.
Zafer Bilda
Director
+44 (0) 7507436243
Desidero LTD
Embassy Gardens, Nine Elms
London, UK
Lets Collaborate
If you’re ready to build AI products with purpose, clarity, and design craftsmanship, let’s connect. Whether you’re launching a pilot or integrating AI into core offerings—together, we can create meaningful, future-ready products.
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