Currently leading UX / UI at Pegasus Airlines

Hi, I’m Pelin Asur. I lead design for products millions of people rely on.

UX / UI Design Lead with 10+ years across aviation, fintech and e-commerce — building design teams, design systems and research-driven product experiences.

View case studies Let's talk

Designing products for

  • Pegasus Airlines
  • Innovance Consultancy
  • COFE App
  • Invesp
  • Enpara.com
  • Userspots

About

Teams, systems and experiences that scale.

UX / UI Design Lead with extensive experience in building design teams, leading digital transformation projects, and optimizing user interfaces based on research and analytics.

Trained as an industrial designer at Istanbul Technical University and a service designer at Sapienza University of Rome, I design digital products the way physical systems are built: end to end, with every touchpoint accountable to the whole.

For more than a decade I have turned that discipline into high-scale product leadership — from the booking experience used by millions of Pegasus Airlines passengers to white-label platforms trusted by tier-1 banks.

Experience & expertise Request my CV
  • 10+ Years leading product design across aviation, fintech, e-commerce and enterprise
  • 11 Designers hired, scaled and mentored into a design team built from zero
  • Millions Of airline passengers and banking customers using products I have led
  • M.Sc. Product & Service Design, Sapienza Rome · B.Sc. Industrial Design, İTÜ

Selected work

Case studies.

All case studies
Fintech · Innovance Consultancy

White-Label Digital Banking Platform

Problem. Banks and fintechs needed to move their customer journeys onto modern mobile and web channels — but designing a bespoke product for every institution made each engagement slow, costly and hard to maintain. The consultancy also needed a design team able to run several transformation programmes in parallel.

Solution. I built the design function from the ground up, growing it into an 11-member team and strengthening the company’s design culture and processes. I led digital transformation projects across mobile and web, and shaped the core experience as a white-label product that could be re-branded for multiple clients — increasing company revenue. A shared design system improved efficiency across teams and projects.

  • Design Leadership
  • Team Building
  • White-Label Products
  • Design Systems
  • Mobile & Web
  • Digital Transformation
Consumer App · Istanbul & Dubai

COFE — Online-to-Offline Coffee Ordering

Problem. COFE’s mobile ordering app served customers in both Istanbul and Dubai — two markets with different expectations. The experience did not end in the app: the moment an order reached the counter shaped the experience for customers and baristas alike.

Solution. I conducted benchmark studies for the Istanbul and Dubai markets and optimised the interface based on user testing and research insights. Beyond the screen, I developed in-store solutions to improve the barista and customer experience, treating the app, the counter and the pickup moment as one connected service.

  • Product Design
  • Service Design
  • O2O
  • User Testing
  • Market Benchmarking
  • Mobile App

Contact

Let's talk.

Hiring for design leadership or planning a new product? Tell me about it — I usually reply within a few days.