Burcu Arsoy is a UX and Service Design leader with over 15 years of experience shaping digital products, services, and design organizations. She has led design teams and strategic initiatives at companies such as Scania, Electrolux, and Visa, working at the intersection of user needs, business strategy, and complex products and systems. Her work spans hands-on UX and product design, user research, and design leadership, with a particular focus on navigating ambiguity and driving clarity in evolving organizations. Having experienced multiple reorgs, leadership shifts, and changing mandates firsthand, she brings a grounded, real-world perspective to the challenges design leaders face today.