Hello!

GRADUATE

Koç University Industrial Engineering’10

EXPERIENCE (11 years)

Digital Channel & UX Manager at Paycell

Process Management & Business Development

Manager at Akbank

Begüm Başot Business Analyst at Direct Banking at Garanti

Technology
Olalı
Digital Product Manager Campaign Management Assistant Supervisor
at Finansbank
 Current Role & Responsibilities

ROLE RESPONSIBILITIES

JOINED PEPSICO Digital Product • Managing Consumer Digital

Manager – Turkey Product Agenda
2020 May
Responsible of • Responsible of successful
consumer digital growth of product
products & UX /UI of
consumer & customer
digital products • Partnering with all related
teams (promo, strategy,
insight, etc) to shape
upcoming features,evaluate
performance of product

• Responsible of creating
omnichannel user experience
in consumer & customer
digital products
DIGITIZATION JOURNEY OF PEPSICO
PepsiCo Turkey is focusing on 3 fronts in Digitization Journey

Retailer Consumer Sales Team

Dükkan Senin KazandıRio Pepsell Mobile

• Loyalty &
Engagement web
based Platform
• Launched in Apr,
2018
• Digital Ordering added to
platform in Jul, 2020
KazandıRio Business
• Mobile application for
promo participation
• Launched in Jan, 2019
• Mobile Promo Application
• Launched in Feb, 2019
• Direct consumer touch
point channel
• Over 16 MM Download
• Leading FMCG Consumer APP in
Turkey
• Pioneer Consumer APP Project
within PepsiCo Global
• SFA Tool
• Launched in Mar,
2020
• One mobile platform to run daily
activities and shorten time spent
with best-in-class experience
Trax
• Image recognition tool
• Expected pilot start Dec, 2020

4
 Common Tool for 5 Countries by Mar'21
as Sector Customer Engagement Solution
PLAY VIDEO
For Internal Use Only

TT HVA (High Value Activity)

‘Online Customer Business Development Portal’
Dukkan Senin is a loyalty & engagement platform
Now covering All 81 Cities of TR and Top Tier Segments (T1&T2+) and eligable for PO1 Stores Only
Dükkan Senin brings growth via 2 reward mechanisms;

Sales Points based rewards (purchase → target → point collection) + Engagement based rewards (surveys/videos → coin collection → engagement)
 Digital Ordering:
Provide retailers a digital platform to place orders while minimizing CTS for PEP
Customers give their pre-orders Order Summary Order Confirmation

Scope Process Advantages Learnings Next Steps

Project is being tested in 2 countries
in ESSA (Turkey & Portugal)
Focus on basics:
• Core SKUs
• Basic pricing / discount model
• No integrations with any systems
Customer creates Enhance digital Simple user interface vs competitors Full integration with SFA
order competitiveness
Customers incentives seriously
Suggested order feature
Alternative way of ordering boosted digital orders in the beginning
CR receives order via
in emergency situations of project
SMS Increase coverage to all
AFH is the best performing channel Mega Cities
Optimize GTM resources
CR calls customer to during test period
confirm order Digital payment
Take advantage of digital Customers with low drop size less
capabilities prefer to use platform
CR transfers order to
SFA Frequency changes has no negative
effect on performance
Is there anyone
who
heard KazandıRio ?
Is there anyone
using KazandıRio ?
KazandıRio:
Promo
Digital Transformation Project

Improving the way we connect with our consumers and

customers in an engaging way is key for winning the future
KazandıRio - First in market platform to connect all 3 parties
Before KazandıRio // Traditional Promo World New World with KazandıRio

Connect
➢ Consumer collects coupons & caps physically Consumers, Customers, PepsiCo
➢ Find a store who gives promo products (there isn’t a via KazandıRio
online map, consumer needs to visit store one-by-one

➢ Customer needs to store coupons & caps

➢ Expired / fake coupons & cap
➢ Deformed coupons • Own media platform to reach
consumers & customers real • No coupon printing
time cost & less field work
• Seamless consumer experience • Real-time reporting
➢ Coupons & caps are counted manually via wide range of promos, enabling rapid actions
➢ Unable to intervene campaing during campaign store maps, • Unique codes
method • Ability to create automated & preventing fraud
personalised offers
➢ Unable to limit consumer earnings & customer
earning • Unlock big data to fuel audience insight
• Targeted communication via P@S
How does a product journey begin from scratch and how does it come to life?
 Before Covid

Phsyical workshops

Ideation rooms

After Covid
How does a product journey begin and how does it come to life?
Prototyping Tools for Designers

Adobe XD Axure RP

Sketch Marvel

Mock-up your prototype &

test with real users
How does a product journey begin and how does it come to life?
How does a product journey begin and how does it come to life?

This is called Design Thinking

«Design thinking» is a proven and repeatable problem solving protocol
Pilot launched - Q1 2019
Full promo calendar go live – Q3 2019

Wallet
Scan the code

*password for video: digitalization

KazandıRio delivered solid results and continues to grow exponentially

Business Results Consumer App Business App

• Touched 45% of Turkey
households and 62% of TT stores Total Download 15.5MM Total TT Store 163 M

• Created $1MM+ productivity via Total Registered 9.1 MM Total Registered 104 M
coupon-banner conversion in 1st User User
yr
Monthly Active 2.2 MM Monthly Active 20 M
• Distributed $33 MM+ consumer
value over platform User User
(opened the app) (opened the app)
• 87MM+ total code redeemed by
7MM unique consumer (%15 our Monthly Code 1.2 MM Code Redeemers 14 M
target audience) Redeemers (at least 2 code
(at least 1 code redeemption in 60 days)
redeemption in 30 days)

Turkey Total Household: 20MM *Date Range:04 Feb’19 – 28 Mar’21

A development journey
Scope UX UI
Determining the User experience Coloring of ux
scope of need, why design of the scope, screens based on
do we need it, what What will be the end design guidlane of
do we want to user experience. product
achieve, what are important to
the restrictions and determine design w/
rules technical rest.

1 2 3

4 5 6 7
Go Live!

Analysis Development Test UAT

Detailing the scope, Coding of the A tester tests the Analyst or tester
determining analysis document. flow end to end to organize an user
technical -iOS & Android be sure of acceptance test
requirements, screen coding development meets with Business team
converting scope to - Backend coding, the requirements to get approval of
developers etc - UX & UI testing the development
language - Flow logic testing
An example of User Experience Design
An example of User Interface
Must-have tools in a mobile application

Crash & Performance Tracking

Analytics & User Behavior

Marketing Attribution Tool

Push Notification Tool