Haşim Emre Özöcal

London-based Senior Product Designer. I turn the steps where people drop off into ones they finish, and I've designed, built and launched an AI product myself.

I've designed for American Express, Net-A-Porter, Mr Porter, Sage, Decathlon, Euro Car Parts, Chelsea FC, Hobbycraft, Mumsnet and Artfinder, and built Nouva, an AI stylist with 1,000+ downloads.

Case studies

The problem, the decisions I made and what changed.

6 projects

AI mobile app

Designed & builtLive on iOS & Android

Nouva — An AI stylist, designed and built solo

An AI stylist I designed, built and launched alone. When people’s clothing photos kept being rejected, I replaced the check with an AI step that cleans them up: rejections fell from 41% to 13%. 1,000+ downloads.

Design systems

Tokens & componentsLed 4 designers

Net-A-Porter & Mr Porter — One design system for two luxury brands

I built the token architecture and every component for both brands, then led a team of four designers.

Design systems

Sole designerTokens & componentsStill in use

Artfinder — Building a design system in two weeks

As the only designer, I built one in Figma in two weeks. It’s still in use.

Information architecture

Sole designerResearch & IAShipped, still live

Artfinder — Navigation built around what people buy

People clicked a category, then had to add filters to reach what they meant.

E-commerce & conversion

Sole designerResearch & redesignShipped, still live

Artfinder — Redesigning the basket page

About 70% of people who added art to their basket never started checkout.

E-commerce & conversion

Sole designerResearch & redesignA/B tested in the UK

Sage — A product page that asks who you are

People struggled to tell which plan suited them. In the first three weeks of a UK A/B test, my redesign’s conversion rate was 19% higher, though the test hadn’t yet reached statistical significance.