Hi, I’m Hazal — a Staff UX Designer based in Ankara, working remotely.
I ask why until theevidence shapesthe product.
At Commencis, I’ve spent the past two years designing the UX of Pegasus Airlines’ digital products. Research is one of my core instruments: I use it, along with AI-assisted methods, to turn open questions into decisions that product, engineering and business teams can agree on. I’m happiest when that research shapes not just the next design, but what the next tasks should be.
Worked onPegasus Airlines · Hepsiburada · Vestel
RecognitionGolden Spider 1st, E-Commerce (team) · 4 international industrial design awards
Selected work
Case studies from Pegasus Airlines and my AI-assisted design practice. More are being added.
From a vision people loved to a roadmap the team could defend
Three presentations, from research and a digital vision to a proposed 2026 roadmap, with a stakeholder poll that turned reactions into data.
Pegasus asked: cards or a matrix?
Pegasus asked: cards or a matrix for fare bundles? We designed both and I made the case to test first. The faster layout was the less accurate one.
One baggage step, two sides to serve
A revenue step travellers wanted shorter: from benchmark to a tested, refined and shipped native flow.
I didn’t want more output from AI. I wanted better decisions.
How I bring AI into design decisions: a reasoning layer I built, tried on a real brief, and checked against what users actually did.
How I work
One part shapes what to build next, the other delivers it.
- 01 · Research
Trends, users, business goals
- 02 · Opportunities
Potential features from the gaps
- 03 · Vision
Where the product could go
- 04 · Roadmap
What to build next, and when
- 01 · Brief
Gaps closed with PO
- 02 · Design
Reviewed with designers
- 03 · Align
BA, then PO
- 04 · Handoff
Walkthrough, sign-off
- 05 · UAT
Build vs design
- 06 · Release
Blocker or improvement
What I believe
Evidence before opinion
I plan research around the decision it needs to inform, and I’m explicit about what the evidence can and can’t support.
Show ideas from every angle
An idea nobody asked for persuades when you show it from every angle: the traveller, the business, the market and the risk. I bring vision work back until the team can decide.
AI-assisted practice
I built the Design Intelligence Framework, an AI-assisted system that makes the evidence and assumptions behind design decisions explicit. On a real brief it caught the missing questions early; users still showed the behaviour. Now I’m simplifying it before a pilot. Read how I built it ↗
Coaching & mentoring
I’m a certified Co-Active coach (CPCC) and mentor METU Industrial Design students. I care about how designers grow, not only what teams ship.
Writing
- From Vision Decks to Decision Systems: How UX Can Actually Shape the Product Roadmap ↗Design Commencis on Medium
- AI’dan Daha Fazla Çıktı Değil, Daha İyi Kararlar İstedim ↗Medium · how I built the Design Intelligence Framework (Turkish)
- Yeni Beklentiler, Eski Çalışma Düzeni ↗Medium · on redesigning work in the AI era (Turkish)