Tech & Hardware
HP
Digital Experience Strategy
Mapped fragmented experiences across HPOne, HPX and Digital Services into one end-to-end service vision.
Strategic Experience Leader & Fractional UX Partner
Seda Evis
Translating complex problems into intuitive experiences & growing team capabilities.
Combining MBA business strategy with human-centered design to drive growth.
3×
Consultancy growth, four new service lines launched
$50M+
Product investment shaped by research led
500K+
Users enrolled in a subscription service within months of launch
Star rating maintained over 5 years for a product collection designed
$500M
Market expansion decisions informed by research and concept design
SELECT CLIENTS & AFFILIATIONS
Amazon
Cepheid
CVS Health
Ford
GEHP
MILLERKNOLL
NissanNike
OpenSesame
Philips
Scan HealthStaples
Target
Teradata
Toyota
UCSD
University of San Diego
About
A Creative Business Leader.
In a nutshell
MBA
Left brain, strategic
Designer
Right brain, creative
- Harvard GSD, Continuing Education
- MBA, Supply Chain & Finance — University of San Diego
- BCP, Urban Planning & Design — Middle East Technical University, Turkiye
I'm a creative business leader who develops new products and services to fuel growth for forward-thinking leaders and companies. I solve product, service, and business design problems, informed by strategic analysis, user insights, and deep internal collaboration — always with an eye on implementation and go-to-market.
I've worked across industries that don't typically overlap — semiconductors, consumer electronics, healthcare, automotive, retail, education technology. My superpower is adapting and solving problems across industries and disciplines.
I've launched products for Fortune 500 companies that gained market share and sustained 4.5+ star ratings for five years. I've led research that influenced $50M+ in product investment and $1–2B in market expansion decisions. I grew a design consultancy 3x, created four new service lines, and turned around a semiconductor supply chain — a 20% cost reduction, 99% on-time delivery, and a 3-point margin improvement. I also co-founded an AI-powered Voice of Customer analytics platform, and I teach graduate and undergraduate students at the University of San Diego how to think strategically about innovation, design, and impact.
My work has served Fortune 500s — ASML, Amazon, Meta, Toyota, HP, CVS Health, Nissan, Colgate-Palmolive, GE, and 3M among them — alongside creative consultancies, startups, social ventures, universities, and nonprofits. Currently based in sunny San Diego, always curious about the next challenge.
Industries & select brands
- Tech & Hardware
- Amazon, Meta, HP, Teradata, MetaMe, Value Architect. ASML/Cymer
- Retail & CPG
- Target, Staples, Converse, Colgate-Palmolive, Johnson & Johnson, Diageo, Delish
- Auto & Mobility
- Toyota, Nissan, Ford, Bridgestone
- Industrial & Aerospace
- GE, Philips, GE Aviation, 3M
- Healthcare & Wellness
- CVS Health, The SCAN Health Foundation, Tandem Diabetes, Cepheid
- Education & Social Impact
- University of San Diego, Indiana Tech, Design Forward Alliance
Capabilities
MOVE STRATEGY INTO ACTION.
01
Strategy
Product & UX Strategy
02
Research
Discovery & User Insights
03
Design
Experience & Journeys
04
Process
Methodology & Systems
05
Capacity Building
Coaching & Growth
01
Strategy
Product & UX Strategy
Experience Architecture & Market Readiness
Strategic deliverables
Product vision, opportunity mapping, UX principles, experience architecture across touch points, market viability models and measurement scorecards.
SAMPLE WORK & IMPACT
HP Instant Paper Subscription Service Launch
Defined experience journeys, fine tuned launch messaging. Scaled to 500,000 enrollees in the first months
Toyota Africa Mobility Strategy
Formulated 3 strategic growth areas for Toyota Mobility initiatives, targeting African market
WeWork / Flatiron School Data Science Program
Built go-to-market structure for digital and in-person learning products.
02
Research
Discovery & User Insights
Evidence Before Investment
Strategic deliverables
User insight research programs, qualitative, quantitative, ethnographic studies, AI integration for large scale synthesis of qualitative data.
SAMPLE WORK & KEY IMPACT
Amazon Senior Market Stealth Venture
65+ senior market user research and co-design that informed $1B in care market expansion decisions.
Nissan Future of Mobility
Led Northern CA-based ethnographic research that integrated into Nissan's Futurelab mobility offerings.
Value Architect: AI Voice of Customer Analytics platform
Co-founded an AI-powered platform to translate qualitative feedback into customer lifetime value.
03
Design
Experience & Journeys
From Complexity to Compelling Offerings
Strategic deliverables
End-to-end journey maps, product design, service blueprints, rapid AI prototyping for concepts testable in days, not months.
SAMPLE WORK & KEY IMPACT
The SCAN HEALTH Foundation Venture Studio
Multi-year engagement, defining the vision, brand, research and operational framework for a venture studio focused on building products and services for older adults, 65+ market.
CVS Health Women's Health Research and Design
Reimagined retail offerings and service journeys targeting women over 40. Leading to $500M expansion into the segment.
HP Digital Services Experience Design
Mapped fragmented experiences across HPOne, HPX and Digital Services to one end-to-end service vision.
04
Process
Methodology & Systems
Systems That Make Teams Faster
Strategic deliverables
Operating models, design ops and rituals, new workflows that allow teams perform.
SAMPLE WORK & KEY IMPACT
Open Sesame Vibe Coding Training
Trained the product management team on using AI workflows to speed up product development.
GE Aviation RFP Improvement
Diagnosed decades-old RFI and RFP processes spanning four global locations through structured discovery and co-design and introduced new habits internal teams adopted for customer proposals.
Philips Global Design Team Training
Defined North Star mission, online and offline tools to help studio leads run diverse teams worldwide.
05
Capacity Building
Coaching & Growth
Growing Leaders and Practices
Strategic deliverables
Executive and innovation team coaching, team capability building, and agency/practice growth strategy.
SAMPLE WORK & KEY IMPACT
Bridgestone Innovation Lab
Coached and trained newly formed innovation team to envision the future of tire sales and service experience. Two new service concepts introduced to market. Work was featured in HBR as a case study.
University of San Diego MBA & Undergraduate
Teaching the next generation of leaders innovation and design thinking.
Design Forward Alliance
Board leadership for World Design Capital San Diego–Tijuana 2024.
Work
SELECT ENGAGEMENTS.
Healthcare & Wellness
CVS Health
Women's Health Research & Design
Reimagined retail offerings and service journeys targeting women over 40, leading to $500M expansion into the segment.
Auto & Mobility
Bridgestone
Innovation Lab
Coached and trained a newly formed innovation team to envision the future of tire sales and service. Two new service concepts introduced to market; work featured in HBR as a case study.
Retail & CPG
Staples
TruRed Expert Notetaking Collection
Brand and product design for a premium notetaking collection, from concept to shelf-ready system.
Retail & CPG
Colgate-Palmolive
Brand Design DNA & Training Program
Defined a brand design DNA and a training program to scale consistent design across global product teams.
Your challenge
could be next
TEACHING, BOARDS & RECOGNITION.
Giving it forward
Teaching & residencies
Adjunct Professor, Innovation & Design Thinking
Knauss School of Business, University of San Diego — 2021–present
Designer-in-Residence
The Design Lab, UC San Diego — 2020–2023
Guest Lecturer & Critic
School of Visual Arts, New York — 2018–2019
Boards & community
Board Member
Design Forward Alliance — World Design Capital San Diego–Tijuana 2024 2020-2024
Board Member
House of Türkiye
Advisory Board Member
Ynvisible Interactive Inc. (YNV) 2019-2022
Patent holder
Note-taking system
Press & coverage
- Toyota Urban Utility Concept Car — designboom
- NYT Volkswagen ID4 Article — The New York Times
- Designing the Future of San Diego and Tijuana — San Diego Magazine
- World Design Capital 2024 Signing Ceremony — Times of San Diego
Engagement Models
Flexible Collaboration.
From light-touch advisory to fully embedded fractional leadership.
Light touch
10–15 hrs / month
- Executive coaching & strategic alignment
- Team assessments
- Product vision & viability framing
Embedded
2–3 days / week
- Leading discovery research & strategy
- Architecting end-to-end UX strategy
- Scaling internal agency capabilities
- Managing cross-functional team execution
High impact
4-12 WEEK BLOCKS
- Intensive discovery sprints
- Workshops & qualitative research
- Customer journey & blueprint mapping
- Rapid prototype validation
Contact
Let's Build What's Next
Fractional leadership, innovation sprints, or a strategic review — start the conversation.