iyzico "İşim İçin" - Mobile App Redesign
End-to-end mobile app redesign focused on simplifying daily merchant workflows
Role
Lead Product Designer (End-to-End Ownership)
Platform
Mobile App (iOS & Android)
Team
Product Manager, Backend & Frontend Developers, QA, Data, Operations
Project Context
iyzico's İşim İçin mobile app serves SME and micro business users to manage their payment and business operations on the go.
Over time, increasing product breadth without clear UX strategy led the app to mirror the web panel rather than deliver a mobile-first, task-oriented tool — which was no longer meeting merchant expectations for speed, clarity, or control.
Problem
The original İşim İçin experience had:
A cluttered home screen with competing information
Critical actions buried deep in navigation
Inconsistent information architecture across features
A perception of "mobile = smaller panel" rather than a complementary tool for daily tasks
This complexity caused:
Higher cognitive load for merchants
Confusion around where and how to perform frequent tasks
Lower engagement on mobile compared to expectations
Goals
The redesign aimed to:
Simplify the mobile experience according to daily merchant workflows
Surface mission-critical actions at the right moment
Improve clarity, control, and trust on mobile
Establish a scalable UX infrastructure that supports future feature growth
Research & Insights
Methods:
User interviews with diverse merchant segments
Analysis of mobile vs panel usage habits
Comparative review of common merchant tasks
Key insights:
Merchants prioritize quick access to main actions rather than deep analytics on mobile
Users want instant context: what's happening now, not everything that might matter
The existing app felt like a replicated panel rather than a mobile experience
Based on these insights, the redesign focused on what matters most in context-aware mobile usage patterns.
Design Approach
Redesign principles guided the solution:
Task prioritization: Show the most frequent actions first
Information clarity: Reduce noise and highlight relevant data
Predictable navigation: Consistent structure tailored for mobile habits
Scalable infrastructure: Prepare the app for future expansions without overwhelming users
This aligns with industry expectations for usable, trust-centric fintech design, where clarity and simplicity outweigh sheer feature density.
Key Design Decisions
1. Merchant-Focused Home Screen
The home screen was rebuilt to show:
Critical status summaries (e.g., payouts, pending actions)
One-touch entry points for payment link creation and transaction tracking
Why? Merchants need fast insight and action routes within seconds — crucial on mobile.
2. Clear Action Hierarchy
Frequently used actions were elevated visually and structurally, while secondary items were de-emphasized or reorganized.
Why? Mobile context calls for minimal cognitive load and immediate task execution.
3. Consistent Navigation Patterns
Tabs and categories were restructured so merchants don't feel "lost" — every function now logically relates to a business goal.
Why? Consistency in navigation reduces friction and improves user confidence.
Flow & Experience
The redesigned flow prioritizes:
First-look critical insights
Quick access to main actions
Logical grouping of related features
Predictable system behavior that reduces hesitation
(UI screens are intentionally omitted due to B2B confidentiality.)
Validation & Outcomes
Since the redesign:
Users complete main actions faster
Home screen comprehension improved significantly
Perception shifted from "panel mimic" to mobile-centric tool
The app's UX structure became flexible for scaling
Early qualitative feedback reflected that users now feel oriented and in control, a key metric in fintech usability.
Learnings & Next Steps
Learnings
Mobile success in B2B fintech comes from doing less but doing it better
Merchant expectations on mobile differ from panel use; answering "what's next?" matters more than showing all data
Prioritization shapes user perception of value
Next Iterations
Personalizing home sections based on merchant segment behavior
Testing contextual smart suggestions (e.g., next recommended action)
My Role & Collaboration
I led the project end-to-end, including:
User research and problem framing
Information architecture and interaction design
UX prioritization with PM and developers
Alignment with business, data, and operations teams
This case reflects my approach to product design: designing with user behavior at the core and measurable product outcomes in focus.
Impact
- ✓Access time to main actions reduced
- ✓User comprehension of home screen improved
- ✓Mobile app perception as "auxiliary tool" strengthened
- ✓Flexible UX infrastructure created for new features