Interviews met Odeabank A.S

Damla: My passion for design led me to choose the architecture department at the university. Since childhood, I have always been interested in design, predominantly residential architecture. During university, European Architecture classes and the Erasmus program in Italy further solidified my fascination with historic buildings and design. I was intrigued by architectural solutions from different cultures. In project classes, we crafted architectural designs, considered the best user experiences in three-dimensional living spaces, preparing both 2D and 3D drawings and presentations. We searched for alternative solutions to user problems. Meanwhile, as the world went digital, my interest shifted towards designing for users in the digital realm, which became more appealing. So, I found myself immersed in design, continuously seeking user-centered solutions.

Nihal: While preparing for university entrance exams, I came across the Industrial Design department while researching suitable professions. Although I can't say I always wanted to be a designer, speaking with professionals in the field made me realize that working in this area would bring me joy and personal growth. I discovered that the diversity and constant creativity in design are incredibly fulfilling. Throughout my education, I learned that all design disciplines ultimately share a common focus: the human, the user experience. Consequently, I directed myself toward user experience design, and I am thrilled to continue my career in this field after my graduation project.

Can: Throughout my academic life, instead of studying with a pen in my hand, I would always find myself doodling. It was in high school when my teacher guided me towards design, and I realized how much I enjoyed this field. I got my first design job in university, and that's how my journey in design began.

Odeabank is a joint-stock company established on March 15, 2012. An application was made to the Banking Regulation and Supervision Agency on June 20, 2012, to obtain an operational license, and on October 2, 2012, our Bank was granted the license.

The Odeabank Design & CX Team was established in 2021, and since its inception, it has been providing services to all digital channels of Odeabank. Currently, the team consists of 10 members, including UX Designers, UI Designers, Visual Designers, and UX Writers. On March 8, 2023, the Odea application, which we have been working on for the past 2 years, was launched.

Baran: I thoroughly enjoy expressing design as a form of tactile and visual experience. It serves as a bridge that connects me with the user in solving a problem. Design, to me, is a tool aimed at resolving issues by evoking a series of emotions and experiences that I envision.

Anıl: I thoroughly enjoy designing mobile products. Additionally, as a Visual Designer, I find great joy in creating animations, interactions, and illustrations. These aspects bring me the most happiness in my role.

Gözde: I particularly enjoy designing mobile applications. When creating user experiences, I take pleasure in utilizing components from a library to create wireframes and then designing components that align with the flow while maintaining page coherence.

Damla: I enjoy working with both UX and UI designs on mobile screens. During the conceptual phase, I delight in brainstorming and generating various sketches to create potential scenarios and narratives.

Damla: Odea is my first company in my professional career, and the Onboarding Gift project is my first design here.

Anıl: I'm thrilled by the introduction of the Apple Vision Pro product. The idea of designing spatial experiences on an infinite canvas with limitless possibilities is incredibly exciting to me.

Can: I can say that Framer has made a great leap forward in recent times and accomplished a remarkable job. I remember the days when I first used it as a design application. Now, they have transformed themselves into a platform capable of creating products and pages in the no-code field. I have been enjoying using it for a long time.

Anıl: My most creative and productive hours are between 10 am and 2 pm during the day and between 10 pm and 2 am at night.

As a team, our foremost considerations in design are usability and inclusivity. By prioritizing usability, we strive to create the most seamless experiences for our users and minimize pain points within these experiences as our primary objective. The notion of inclusivity stems from our desire to design positive experiences for every individual. To ensure that inclusivity is at the forefront of all our digital channels, we collaborate with people of all ages, diverse backgrounds, and varying abilities to create new experiences.

As a team, the design phase is our favorite stage when working on a product or feature. During this phase, we are filled with excitement as we strive to explore new possibilities. We find pleasure in conducting benchmarking exercises, and when conducting user research, we approach it thoughtfully, focusing on the user without losing sight of the next steps. Our aim is to understand the pain points experienced by users, which in turn cultivates empathy within us.

Anıl: As someone who perceives life as a series of checkboxes, I experience a great sense of relief when designs are completed. Especially when I emerge from a long-term project, seeing checked checkboxes on the blackboard of my mind is something I truly enjoy. It provides me with motivation to move on to the next task.

As a team, we believe there are several criteria that contribute to the success of our designs. First and foremost are user feedback and insights. They enable us to assess if there are any gaps in our designs and, if so, we proactively address them. Secondly, we measure the number of users who start using or re-engage with our digital channels. With our new application, Odea, we achieved a 40% re-engagement rate among dormant users on our mobile app. Another crucial aspect is the feedback we receive from the stakeholders we collaborate with as the Design & CX team. Whether it's the Product Owner or the technology teams, the acceptance and approval of our designed experiences by stakeholders have been instrumental in bringing us to our current position.

Damla: Before critiquing a design as good or bad, I look into the backstory of the design. I explore where it draws inspiration from, what it aims to convey, and who its target audience is. If the story revolves around improving the UX/UI experience, I proceed with a comparison between the previous and current versions. I examine whether the problem was accurately identified and whether the proposed solution effectively caters to the target audience's needs.

Gözde: Firstly, I assess whether the design is understandable in terms of user experience. I consider whether the flows progress smoothly and if there is coherence in the interface language. I also evaluate if the design aligns with the corporate identity. Additionally, I analyze whether there is progress compared to the previous version. By asking questions such as these, I determine whether the design is deemed good or bad.

Odea's goal is to promote the digital financial transformation of society, encouraging individuals to make healthy investments and manage their finances more effectively. With its academic side, the app wants to influence financial literacy positively and help hesitant investors explore the market deeper to make accurate decisions. Because of the recent fluctuations in the Turkish market, small investors are more prone to risks and need guidance more than ever before. Odea's initial step towards digital transformation was to shift the customer onboarding process online, thereby reducing paper usage and minimizing the need for customers to visit the branch.

Anıl: The future of design undoubtedly lies in the digital realm. We now have a world that extends beyond our phones, tablets, and computers, embracing wearable technologies and offering experiences beyond what we perceive with our naked eyes. As designers, we need to keep up with this rapid pace because almost every day introduces us to new domains where we can explore and immerse ourselves.

As a team, our process begins with seeking inspiration through thorough research. This research encompasses user interviews, market research, benchmark analyses, and competitive research within our field. From these sources, we gather insights that inform our design concepts. These insights not only guide our work within our specific domain but also inspire ideas from other areas.

The next step involves finding relevant examples and case studies that align with our design concept. We explore various resources, including design websites such as Behance and Dribbble, to observe different usage scenarios and gather inspiration. This helps establish a foundation for our creativity and informs our design approach.

After completing these initial steps, we proceed to the design phase, where we begin conceptualizing and creating solutions based on the insights and inspirations we have gathered.

As a team, we reside in Istanbul, Turkey, and we acknowledge the significant influence our country has on our design language. As designers serving in the financial sector, we understand the possibility of rapid changes in the financial landscape of our country. Therefore, we remain constantly prepared to adapt to these potential shifts, ensuring that our users are minimally affected by such changes. This necessitates us to work diligently and swiftly, aiming to provide solutions that are versatile and responsive. However, it is important to note that these fast-paced changes may occasionally limit the time we can allocate to certain stages of the design process.

Anıl: Firstly, it is essential to create an environment for designers where they can develop themselves and also contribute to the growth of those around them. To achieve this, companies need to provide the necessary resources and be willing to invest in new areas. Additionally, my recommendation to designers is to seek inspiration from every available source. Over time, you will naturally develop your own design language and take steps accordingly. As designers, we should remain open to new opportunities and experiences, as it is during the journey that we truly discover where our field can take us.

Elif: Understanding the problems thoroughly and identifying the pain points of individuals according to the given brief is crucial in my opinion. Following this, it is important to create a roadmap and plan to address these issues effectively. Planning allows us to make all the steps visible and gradually shape our design process. By considering the needs of the personas, examining the user journey, conducting research and benchmarking in relevant areas, and providing solution proposals for problematic areas, we can create a new user journey and complete our project. This process appears meaningful to me, as it allows us to address challenges and deliver impactful solutions while considering the users' needs.

Elif: On my workdays, I usually start my day by listening to my favorite music, which helps me set a positive tone for the day. During this time, I also enjoy reading articles on design and technology topics that interest me on platforms like Medium and TechCrunch. After the daily meetings, I focus on working on tasks from my to-do list according to my plan. Additionally, I always make sure to brew myself herbal tea, as it adds a touch of relaxation and refreshment to my work routine.

Anıl: I start my day by following my daytime skincare routine, prioritizing self-care. Afterward, I prepare a coffee and sit at my computer to determine which tasks I will tackle for the day. If any urgent requests come in, I communicate to the other party that I will address them on the following day without disrupting my daily plan. After the daily meetings, I prepare breakfast and watch a TV show episode. This helps me relax and clear my mind. During my work time, I always have my favorite music or audiobooks playing in the background, allowing me to concentrate on my work and enjoy the moment simultaneously.

Nihal: I start my day by making a cold coffee. While sipping my coffee, I open my computer and check my emails first. Then, before the daily meeting, I review and prioritize the tasks I need to do that day. After the daily meeting, I try to complete at least one of my morning tasks. It makes me feel more productive for the rest of the day. Later, I have breakfast and divide the remaining tasks throughout the day to get them done.

Damla: Finding inspiration and generating ideas when starting a design is a time-consuming process that involves various research and sketching. This phase is actually the longest part. Once decisions are clear, completing the design becomes much easier. However, design is a relative concept. There is no one-size-fits-all formula like 2*2=4. A design that some may find excellent might be considered inadequate based on someone else's life experiences. Similarly, there is no end to what is considered good. The best solutions are always discovered over time. That's why, when working on a project with a deadline, all we can do is give our best. Later, when you look back at your designs, you might realize there were better alternatives, and you may wish you had done things differently. On the other hand, it is also a highly enjoyable field where time flies, and you find yourself learning something from every topic, leaving with new knowledge in hand.

Our golden rule in design is to prioritize our users and stakeholders, aiming to be as inclusive as possible. We evaluate our design approach based on their feedback and make necessary adjustments, ensuring a balance between user objectives and business objectives within these boundaries.

We believe that critical thinking and approaching insights with accuracy, being versatile, and conducting appropriate research based on the concept are the most crucial skills for designers.

As a team, we utilize Figma for our designs and FigJam and Miro for our workshops. Our Visual Designer uses Adobe Creative Cloud applications for illustrations and animations. To benchmark globally, we refer to websites such as 11FS and Mobbin. We maintain a Financial Design Glossary within our team, treating it as a living library, and we strive to keep it up to date. Dribbble and Behance serve as valuable resources for our concept research. To stay current in the financial industry, we closely monitor the websites and social media platforms of our local competitors. We also stay informed about the fundamental elements of design through sources like NNG, Interaction Design Foundation, Material Design library for the Android operating system, and Apple Design Foundation for the iOS operating system.

Gözde: When I feel stuck at a certain point, I immediately seek help from my teammates to resolve the issue quickly. Another method I use is breaking down tasks and planning what to do next after completing one segment. This way, I manage my time efficiently while staying in communication with the team. Daily meetings and retrospectives help us stay current and make the most of our time.

Nihal: I'm actually just starting to learn how to manage my time effectively, and I'm trying out some methods. One thing I noticed is that when I can focus and work without any distractions around me, I make much faster progress. It may sound cliché, but the Pomodoro technique is really helpful for this. Additionally, prioritizing my tasks at the beginning of the day and starting with one I've been avoiding, on the days I manage to do it, works wonders for me.

The time span for a product or feature can vary greatly depending on its nature. However, speaking specifically about the Odea application, it involved a significant time and human effort spanning two years, starting from the inception of the idea, establishing the strategy, setting up the service infrastructure, designing the interface, implementing the solution, conducting user tests and UAT (User Acceptance Testing), and ultimately resolving all findings to release the Minimum Viable Product (MVP). Even after the release, we are continuously enhancing and adding new features to the Odea application.

Nihal: Odeabank is my first and, therefore, the most significant work experience I've had so far. It's incredibly exciting to work with a large team for the first time and see the real-world impact of the projects we create together.

Power Users: Our power users are the backbone of our bank. They inspire us to create better opportunities and insights for the experienced. However, they could always benefit from the valuable advice Otto has to offer them. They prefer to manage daily finances quickly and easily, so ease of use, as well as agility, is essential to them. They prefer saving time and don't want to be bothered with non-essential logistics and chores.

Conservative & Traditional Investors: Our traditional investors are looking for guidance in a vast area with endless opportunities. Their lack of financial literacy pushes them towards conventional products such as FX and gold. Their ultimate goal is to make the most of their money to protect the near future while still having access to funds when needed. They also require regular attention and care from RMs, as RMs are the ones taking care of their money.

Hesitant Investors: Our hesitant investors need a little bit of heartening that will give them the confidence they need from a bank. Their lack of trust in the sector prevents them from expanding beyond their investment portfolio. They deserve to feel appreciated and secure while getting out of their comfort zones and maintaining their current wealth.

Anıl: I derive immense pleasure from the realm of animation and motion design. I am aware that there are countless facets to explore in this field, and this prospect fills me with excitement. I embrace the knowledge that there is a wealth of uncharted territory waiting to be discovered, igniting my passion for continual growth and innovation within the realm of animation and motion design.

In our team, each member works on different channels, features, or specific areas, so we initially work individually. Once we have made progress and determined the design direction, we discuss the designs during weekly retrospectives and make revisions based on internal feedback. Therefore, we prioritize personal and team time, striving to work efficiently and effectively.

Currently, we have several ongoing projects in the design phase at our team. These include the Odeabank website redesign, RM Dashboard development, ATM redesign, and continuous enhancements and updates for the Odea application. We are excited about these projects as they involve improving user experiences, optimizing functionality, and staying at the forefront of industry trends. Our team is dedicated to delivering high-quality designs and ensuring that these projects meet the needs and expectations of our users.

https://www.linkedin.com/in/ezgi-demir-6a236223/

https://www.linkedin.com/in/anilserim/

https://www.linkedin.com/in/ceydaelci/

https://www.linkedin.com/in/elif-arslan-58400476/

https://www.linkedin.com/in/canfirat/

https://www.linkedin.com/in/dorukozyurt/

https://www.linkedin.com/in/g%C3%B6zde-g%C3%B6kmen/

https://www.linkedin.com/in/baranbaydeniz/

https://www.linkedin.com/in/nihal-karaman-a950a7173/

https://www.linkedin.com/in/damla-celen-194455105/

Trust was really the core challenge we set out to solve. Through our research, we found that a lot of investors — both traditional and emerging — felt overwhelmed by how complex financial products can be, and that translated into a lack of confidence in institutions and the advice they were getting. Many were hesitant to even explore new investment opportunities simply because they were afraid of getting it wrong.So we took a user-centered design approach built around three things: clarity, education, and transparency. We broke down complex financial information using progressive disclosure, contextual guidance, educational content, and visualizations that actually make sense at a glance. We also added personalized insights, curated content, and direct access to relationship managers, so people always felt like there was support behind them, not just a tool in front of them.At the end of the day, our goal wasn't just to give people an investment app — it was to make Odea feel like a trusted financial companion, something that helps people make informed decisions with real confidence.

Research really was the backbone of this project from start to finish. We ran stakeholder interviews, workshops, usability testing sessions, surveys, A/B tests, and one-on-one interviews with 50 customers. By the end of it, we'd identified 276 findings in total, 38 of which were high or medium priority.A few themes kept coming up again and again: people felt overwhelmed by information overload, they lacked confidence when trying to evaluate investments on their own, and they really wanted a clearer, single view of their financial picture.Those insights directly shaped what we prioritized. That's how features like the holistic assets overview, personalized investment dashboards, simplified navigation, educational content, financial insights, and smart filtering mechanisms came to life. Nothing made it into the final product without being validated through iterative testing first — we wanted to be sure every decision actually addressed a real need, not just a hunch.

Odeabank's vision is to become Turkey's leading phygital bank — bringing together premium digital experiences with real, human support. Our research showed something interesting: even though users were leaning more and more into digital banking, a lot of them still wanted human guidance when it came to the bigger financial decisions.So rather than trying to replace physical banking with digital, we focused on connecting the two seamlessly. In practice, that means the interface gives people integrated access to relationship managers, personalized recommendations, concierge services, and contextual support right when they need it, all built to feel consistent across channels. So whether someone's talking to a branch employee, reaching out to a relationship manager, or just opening the app on their phone, the experience feels like one continuous relationship, not three different ones.

Since Odea was always meant to grow into a large-scale financial ecosystem, scalability and consistency had to be considered from day one. We built a robust design language system using atomic design principles — essentially a set of reusable foundations, components, patterns, and templates that everything else is built from.That gave us consistency across onboarding, investments, payments, insights, notifications, and whatever modules come next, while also speeding up design and development quite a bit. Things like investment cards, asset summaries, data visualization modules, notification components, and educational content blocks were all built once, as reusable pieces, and then used everywhere they were needed. The payoff for users is that the product feels predictable in a good way.

This was one of our key design principles from the start — give users full visibility into their finances, but without burying them in it. We got there through a layered information architecture and progressive disclosure. So at a glance, users get a high-level view of their entire portfolio, and from there they can choose to dig deeper into specific assets.We also leaned a lot on visual hierarchy, data visualization, smart categorization, and personalized content prioritization to make that work. Instead of throwing every piece of information at the user at once, we surfaced what mattered most first and let people explore further on their own terms. That's really what made the experience work for both ends of the spectrum — approachable enough for someone just getting started with investing, but still deep enough for the more experienced users who want the details.

Personalization really grew directly out of our research. We saw early on that users had pretty different financial goals, knowledge levels, and investment habits, so a one-size-fits-all experience just wasn't going to cut it. We designed Odea to adapt to those differences through personalized dashboards, tailored content recommendations, favorite actions, customized reports, investment watchlists, smart filters, and educational content that actually matches what each user is interested in.On top of that, users can monitor their assets however suits them best, while still getting content and insights tailored to their financial profile. The result is that the app feels less complex, more relevant, and people end up feeling a stronger sense of ownership over their own financial journey, rather than just following along with whatever the app decides to show them.

Probably the biggest shift was moving away from thinking of this as a traditional banking app and instead embracing it as a holistic financial ecosystem. In the early days, the focus leaned more heavily toward banking transactions. But the research told us pretty clearly that users wanted more than just a place to move money around — they wanted financial guidance, investment education, full visibility into their portfolio, and support they could actually trust.So we expanded the product vision to bring in financial education, investment insights, personalized content, and integrated advisory services. Along the way, we also simplified several investment flows, reworked navigation patterns, and redesigned parts of the information architecture based on what usability testing kept telling us. In the end, those changes mattered because they addressed something deeper than functionality — they addressed trust and confidence, the emotional side of banking that's just as important as getting the transaction right.

When we set out to design the investment experience, the goal was simple: make investing feel approachable, not intimidating. Our research showed that a lot of users were put off by investment jargon, dense walls of information, and just general uncertainty about whether they were making the right call. That fear of getting it wrong was holding people back more than anything else. To tackle that, we built a holistic investment view that brings assets, performance tracking, financial insights, and educational content together into one consolidated experience, instead of scattering it across the app. We also introduced intuitive visualizations, simplified terminology, contextual explanations, watchlists, and educational content designed to build financial confidence little by little. The end result is an experience that meets emerging investors where they are, without ever making them feel out of their depth.

Odea was meant to be a highly scalable platform, so we needed a tech stack that could keep up with both consistency and speed across multiple touch points. React Native was a big part of that — it let us maintain a unified experience across platforms while still moving fast on development. TypeScript added another layer on top, improving code quality, maintainability, and scalability, which mattered a lot given just how complex financial workflows can get under the hood.But the tech stack alone wasn't the full story — it worked hand in hand with our design system, component library, and prototyping process, all backed by close, continuous collaboration between design and engineering. Together, that combination let us iterate quickly, validate ideas before committing to them, and ultimately deliver an experience that feels seamless and consistent across the entire ecosystem.

Looking ahead, our long-term vision really stays the same: keep empowering users through accessible financial services, education, and innovation, just with more tools to do it. Some of the things we are exploring include AI-powered financial coaching, more advanced portfolio insights, predictive financial recommendations, deeper personalization, and educational experiences that adapt to where each user is in their financial journey.Alongside that, social responsibility stays important for us. That means continuing to promote financial literacy, reducing friction by going digital-first, cutting back on paper-based processes, and making sure our products stay accessible and inclusive for a genuinely diverse user base. At the end of the day, we don't just want to help people manage their money — we want to support their long-term financial well-being and the confidence that comes with it.