Research · Design · Strategy
I turn customer insight into clear product priorities. With 6+ years across UX, product design and digital strategy, I bring hands-on research, prototyping and commercial context to decisions about what to build and why.
Explore my workEstablished brands.
Complex customer journeys.
01 / Portfolio
The challenges, decisions and outcomes behind the work.
What I bring
My UX background helps me uncover the need behind a request, make ideas testable and connect customer experience with business priorities.
At Betfair, I combined interviews, behavioural data and usability testing to understand friction across discovery and onboarding. I bring that habit into prioritisation: clarify the need, challenge assumptions and test the direction before committing to delivery.
Betfair · Discovery & validationEvent discovery at Betfair, loyalty at Morrisons and daily workflows at CloudCall taught me to recognise recurring needs around clarity, trust and ease of use. I adapt those lessons to each audience and business model, rather than starting from a familiar solution.
Morrisons · Loyalty & customer journeysAt Fridges World, I connected search, product browsing and enquiries into a more coherent buying journey. Customer questions and sales insight helped me define priorities, scope a Projects feature and brief collaborators around a clear business need.
Fridges World · Priorities & delivery02 / About me
I’m Merve, based in London. I started in UX research and design in 2020, building experience across fintech, consumer products, retail, energy and B2B SaaS before taking on digital strategy and growth responsibilities.
Working across established brands and smaller businesses has taught me to connect the whole journey: how people discover a service, decide to trust it and use it in everyday life. That perspective helps me spot problems that sit between individual features or teams.
I make options tangible through journeys and prototypes, helping teams discuss trade-offs and test assumptions. My contribution is a close understanding of customers, the craft to explore solutions and the commercial perspective to focus the work.
03 / Contact
Have a role, a challenge or an idea in mind? I’d love to hear what you’re working on.
hello@mervecagsal.com Connect on LinkedIn Based in London · Open to a conversation04 / Journal
Perspectives on people, products and the work in between.
In the press / Interview in Turkish
On design, business strategy and a career shaped by more than one discipline.
Blog / Medium
Explore my writing on Medium.
Visit my blog
