As Lead Product Designer, I worked across brand, product & interaction strategy, transforming abstract business goals into clear experience that redefined how Midas expressed its value.
CHALLENGE
Midas, a top Turkish fintech, was losing appeal with young investors. The brand lacked emotion, clarity, and trust — and needed to stand out as the most premium, intelligent trading experience in Turkey before expanding to Europe.
STRATEGY
I defined a new creative direction — “The Alchemist” — transforming chaos into gold. The approach unified brand, product, and motion to make Midas feel intuitive, powerful, and emotionally engaging.
SOLUTION
Led a full redesign — from brand positioning to motion and UI systems. Built a Rive-based motion framework, refreshed the visual identity, and crafted a cinematic yet functional user experience.
RESULTS
Repositioned Midas as Turkey’s leading design-driven fintech. Reduced motion dev time by 80%, built scalable design systems, and delivered a brand ready for European expansion.
“Midas didn’t just need better design, it needed a story that could guide every decision.”
Defining the Core Idea — The Alchemist I proposed three creative strategy options. The chosen direction, The Alchemist, defined Midas as a brand that helps users find clarity and opportunity in chaos. This wasn’t a visual decision — it was a business strategy that influenced how Midas communicated, behaved, and felt across all touchpoints. The concept connected everything: The brand story — intelligence and transformation. The product experience — discovery and control. The motion system — unblurring and precision.
After defining the direction, I worked closely with the design and business teams to translate strategy into action. We established the design principles, tone of voice, and product focus together — creating alignment across departments. My role was to bridge creative thinking and operational execution, ensuring every decision connected back to business value.
Once the strategy and systems were in place, I led the design improvements across core user journeys, onboarding, trading & order management.
The goal wasn’t cosmetic — it was strategic simplification:
helping users feel in control and connected while expressing Midas’ intelligent, premium identity.
Motion as Infrastructure
To make the product more alive and intelligent, I built a Motion System using Rive.
This system defined interaction rules, easing curves, and component behaviors — turning motion into a reusable design asset.
Reduced motion development time by ~80%.
Enabled designers to prototype interactions without code.
Established a unified design-to-dev workflow that scaled across teams.
Product Experience — Applying the Framework Once the strategy and systems were in place, I led the design improvements across core user journeys — onboarding, trading, and order management. The goal wasn’t cosmetic — it was strategic simplification: helping users feel in control and connected while expressing Midas’ intelligent, premium identity.
