Understand. Deepen. Simplify.

Koray Önal. Senior UX Designer for companies that treat UX as a business lever.

Trusted by

I prefer working on a product long term and continuously. That's how I learn the business from the inside. Decisions are based on data, user tests, and product knowledge — not assumptions. It shows in the UX.

About

Over two decades of UX design — at enterprise companies, in the mid market, in agencies. I know the dynamics of all three contexts and what matters in each situation.

My strengths: understanding complex systems, translating user needs into product decisions, developing interface concepts that last. Strong in strategic UX leadership — and equally strong in the craft details.

Services

Enterprise direct
- Multiple days a week, embedded in the product team
- Responsible for entire flows or product areas
- Familiar with stakeholders, roadmap, dependencies
- Long term. AutoScout24 since 2012, continuously
B2B Midmarket direct
- Direct relationship, no account manager in between
- Full UX ownership: strategy, concept, interface
- Short decision paths, fast iterations
- Ongoing support instead of a one time handoff
Agency reinforcement
- Brought in on a project basis when senior capacity is needed
- UX audits, concepting, design systems as clear packages
- Familiar with agency processes, no lengthy onboarding
- For exactly as long as the project runs

Process

Understand the business

Product strategy, stakeholder map, metrics — I understand what the company needs before I start designing. UX without business understanding is decoration.
Apply UX perspective

User needs, existing flows, data — I translate insights into a clear problem definition. That's the foundation for every design decision.
Simplify complexity

From concept to interface: I design structures that guide users without patronising them. Iterations happen fast — in hours instead of days.
Iterate continuously

No product is finished after the first version. I accompany the cycle: evaluate feedback, form hypotheses, make targeted adjustments — over months and years.
Understand the business

Strategy, context, metrics

Apply UX perspective

Users, flows, problem definition

Simplify complexity

Concept, interface, iteration

Iterate continuously

Feedback, hypotheses, adjustments

Senior UX experience. AI augmented. Maximum impact.

Claude Chat: Structuring UX problems, condensing interview syntheses, creating detailed UX audits in hours instead of days. Research phases that used to take a week can now be compressed into an afternoon.
Claude Code: From idea to finished implementation, without the detour through a development team. Extensive experience with Claude Code across the full design and development process. AI design meets direct execution.
Claude Design: Visual analysis, consistency checks, pattern validation. Directly in the running design process, without the roundtrip through manual reviews. Catches inconsistencies that human eyes miss after the twentieth screen.
Figma & Adobe Tools: The manual craft remains the foundation. Precise pixel execution, typographic detail work, component logic. Senior judgment that AI cannot replace and that makes AI effective in the first place.
Figma Make: Interactive prototypes in a fraction of the time. Ideas become clickable before they enter the discussion. Faster to the right question, faster to a reliable answer.

Testimonials

Koray Önal's commitment to the product goes well beyond the actual brief.

Pierre Seifert Senior Executive UX Design & Operations Sixt AG
Koray brings a unique combination of technical expertise and a solution focused attitude. A reliable, fast decision maker who consistently delivers high quality work.

Josip Kristo UX Lead HolidayCheck
Great quality, diligence and efficiency. I would absolutely hire Koray anytime again.

Babak Hosseini COO & Managing Director (formerly McKinsey) HolidayCheck

Own Ventures

Own brand · Community

Cumo Drivers Club

A community for sports car enthusiasts, centred around Alpine touring routes. A passion for driving is the starting point — everything around it benefits from my UX expertise and curiosity about AI. From route planning to community management, much of it runs automated or AI assisted. A project where passion, design thinking, and automation speak the same language.
cumodriversclub.de
Affiliate · Curation

KDM Zeitloses Design

An affiliate platform for enduring design classics. Furniture, objects, and craft that last. A subject that has been with me for years and feels like home. Content and search visibility are largely AI assisted, with a clear editorial standard. A scalable system that wouldn't be possible at this scope without modern tools.
zeitlosesdesign.de