Beyond UX, Beyond Product: What I’m Actually Trying to Say

Written By Merve Cagsal Svihla

I’ve spent over five years shaping digital experiences — starting in UX, diving into product, and recently expanding into SEO, ads, analytics, and e-commerce.

Now, I’m facing a simple but challenging question:

What should I call myself?

UX Designer?
Product Strategist?
Digital Consultant?

None of these titles fully capture what I do.

Because my current role goes beyond traditional boundaries.

Connecting the Digital Dots

At Fridges World, my job went far beyond screen designs. It was about connecting every part of the user journey:

  • Rebuilding Shopify flows

  • Managing Google and Meta ads

  • Optimizing SEO

  • Improving content and website performance

  • Writing HTML & CSS

  • Analyzing user behavior through GA4 and Hotjar

  • Responding directly to customer inquiries

  • Reviewing sales call recordings

Here’s what became clear: everything is connected.

Traditional UX methods are valuable, but sometimes don’t provide immediate clarity. Tweaking layouts often doesn’t yield instant results.

True product-market fit isn’t revealed solely through analytics or quick design iterations. In this world, you face uncertainty, questioning everything: product, messaging, audience.

Real impact comes from understanding and shaping the full user experience across every touchpoint, both online and offline.

Real Experiences Transcend Screens

Users don’t see departments — they see one cohesive brand experience:

  • Ads and search

  • Websites and content

  • Customer support interactions

  • Physical products and real-world interactions

It’s not a neat funnel — it’s a complex, emotional journey.

This experience doesn’t only happen online. Often, your website is just one touchpoint among many. Decisions happen offline — in conversations, physical interactions, or through personal reflections long after leaving your site.

My role now involves asking deeper questions:

  • Do we offer the right products?

  • Is our market saturated?

  • Do customers prefer personal interactions?

From Product Design to Strategic Impact

Previously, my role as a Senior Product Designer was structured and clear:

  • Research

  • Prototyping

  • Testing

  • Delivery

I’ve built MVPs from scratch and optimised heavily used products.

Managing a digital business introduced greater uncertainty and complexity. It’s not always clear what’s working, but this uncertainty has become both my challenge and inspiration.

Work That Inspires Me

I thrive when addressing big questions:

  • Why aren’t users converting?

  • What are we overlooking in our data?

  • Are we offering the right products?

  • Where’s the disconnect between interest and purchase?

I’m at my best when:

  • Shaping strategic direction

  • Identifying opportunities

  • Researching markets and competitors

  • Bridging digital experiences with real-world interactions

I no longer want to:

  • Design every pixel

  • Write all content

  • Code every template

  • Spend time pushing pixels rather than strategy

Instead, I lead by asking the right questions and connecting the big picture.

Embracing Uncertainty

Clear answers are rare. Impact isn’t always immediate. I’ve learned to embrace this ambiguity and focus on the bigger picture.

I may not have all the answers, but I’m committed to shaping meaningful experiences.

Defining My Role

Right now, I call it:

Digital Experience & Strategy Consultant

This role sits at the intersection of UX, product, business, branding and human behavior.

If you’re navigating similar challenges, let’s connect.

This isn’t a sales pitch — it’s simply me, thinking out loud.

Thanks for reading! 🌸

Merve

Merve Cagsal Svihla