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