Ida Dilfer

Multidisciplinary designer, artist and educator working across London, Barcelona and Istanbul. She co-founded Magna Ventures and is currently working at Journey Fertility.

Journey Fertility

2025 – Present

A platform for every part of fertility, from egg freezing and IVF to hormone checks.

ResearchProduct designBrand design

Letterbird

2026

A voice journal that works through one call a day. It rings at dusk, asks a few gentle questions and keeps what you say as a page.

UI designMotion design

Oia maps facial features through the phone

Oia

2025 · heyoia.com

A luxury AI concierge for cosmetic-treatment journeys. The interface is the agent.

ResearchProduct designBrand design

Connectd

2024 · Sifted 250, #117

A marketplace matching startups with advisors. It began three-sided; my research led the leadership team to drop investors.

Lead product design

VCCP Good Works

Vitality · Pension Buddy · Cambridge Building Society

Accessible health and finance platforms used by millions, across three regulated industries.

Senior product designDesign systemsAccessibility

Experiential Design

2018 – 2019

Installations, events and retail experiences for Facebook, Spotify, IBM and Mazda.

Experience designInteraction design

Tinkfabrik

2011 · Co-founder

A co-creation platform where designers and FMCG companies solve sustainability challenges together. Runner-up, MIT Business Plan Competition.

Co-founderProduct strategyBrand design

//Personal works

The game finds the player's face and hand through the camera

A game for Mum. I built this for my mum, who has Parkinson's. Hand and face tracking turn her daily exercises into play: open your hand over a gem, then close it to grab. mum.magnaven.com →

A shoulder-lift exercise inside the game

A woman sits beside a glowing orb, hand resting on it

Pulse. An ongoing study of how rhythmic light, sound and animation shape perception. It began when I noticed that sitting next to a pulsing light felt like being in company. Each object and sculpture has proximity or touch sensors, and answers the person nearby with a pulse.

Soft glowing orbs on a rug at dusk, one slowly pulsing

Prints. A series inspired by giving my fingerprints at border control in different countries. What would happen if every print had a sound?

A music box mechanism playing a paper roll of fingerprints

A fingerprint punched as holes into a paper music roll

How would a fingerprint turn into notes, and then into music?

A woven calendar on the wall, with a brass mechanism unpicking one thread

Time study no. 1. A second-year interaction design brief, answered in thread. Screens and round clocks make time feel endless. This woven calendar is unpicked one thread a day, so you watch the year run out.

Detail of the brass mechanism pulling a blue thread from the weave

Time study no. 2. One year as a single long string, shaped into a dandelion on a kinetic canvas. The mechanism removes one string each day.

A visitor stands before the large dandelion canvas in a gallery

A Kleenex mirror display with the compact tissue box on a plinth

A woman using the compact Kleenex box with a built-in mirror

Kleenex compact. A pocket tissue box with a mirror in the lid, for a quick check on the go. Winner of the Innovative Packaging Award.

Two people facing each other on a long wooden seesaw bench

2 to sit. A study of human interaction, shown at the Istanbul Design Biennale 2018. The seat only works with two people facing each other, so you look up, pay attention and leave your phone alone.

Ida Dilfer

Multidisciplinary designer, artist and educator working across London, Barcelona and Istanbul. She co-founded Magna Ventures and is currently working at Journey Fertility.

idatinker@gmail.com Instagram LinkedIn

Experience

Journey FertilityResearcher, product designer and brand designer · 2025–Current
Magna VenturesCo-founder
TinkfabrikCo-founder · 2011
AIDALead Product Designer · 2025
ConnectdLead Product Designer · 2024
Fidelity InternationalSenior Product Designer
VCCPSenior Product Designer
Nexus · BBA · Koffeecup · Field.ioAgencies

Education

Istanbul Technical UniversityMA, Design Strategy and Innovation · 2010–2012
Massachusetts Institute of TechnologyEntrepreneurship Bootcamp, Business Plan Competition · 2011
Politècnica de CatalunyaSustainability in Technological Innovation · 2009–2010
Marmara UniversityBA, Product Design · 2005–2009

Teaching

Istanbul Technical UniversityGuest lecturer, Interaction Design · 2018
NABA, MilanWorkshop: Designing with AI · 2025
Teenage EngineeringMentor and reviewer, online · 2025

Awards

Innovative Packaging AwardKleenex compact tissue box · Year
MIT Business Plan CompetitionRunner-up with Tinkfabrik · 2011
Turkcell App CompetitionBest Application Design · 2010

Clients

Fidelity International
Google
Unilever
Spotify
Facebook
Mercedes-Benz
IBM

Exhibitions

2022 Sep · IN TRANSFER – A New Condition, LUInteractive display of Pulsations
2020 Sep · Bozar Ars Electronica, BEInteractive display of Pulsations
2020 Feb · The School of the Future, JPTokyo Midtown, display of Pulsations
2018 · Istanbul Design Biennale2 to sit

Journey Fertility

2025 – Present

ResearchProduct designBrand design

A platform for navigating every part of fertility, for women of all ages. Egg freezing, IVF and hormone checks come first: search clinics and tests, with the full cost shown up front.

One search replaces ten browser tabs, and every option can be compared side by side.

Search that starts by asking where you are: egg freezing, IVF, hormone tracking or not sure yet

Brand design: the name, palette, type and voice.

Journey Fertility design system: colour, type and components

Challenge

People arrive looking for very different things, from egg freezing and IVF to early hormone tracking, so sending each one to the right place was hard.

How I solved it

A search that caters to each group from the very first step, so everyone starts on the path that fits them.

Next: Letterbird →

Letterbird

2026

UI designMotion design

A voice journal with no typing. Letterbird calls once a day at a time you choose, asks up to three gentle questions, and keeps what you say as a page in your journal. I designed the UI and the motion kit for the Letterbird team.

Paper and linen for the day, ink for the night call, and one grainy meadow green as the only accent. Hand-drawn lines and an uneven sketch border keep it feeling written, not built.

Welcome, choose your questions and set the call time

Setup is three screens: pick your questions, pick the evening, and let it call. If you miss it, it tries once more, then lets the day go.

Incoming call and on-call screens, animated

Welcome screen and the calendar of pages

The motion kit: bird in flight, ringing, listening, writing it down, sprig grows, highlight, dusk sky and answer button

Each state of the call has its own motion: sound arcs while it rings, bars that swell while you talk, a scribble while the page is written, and a sprig that grows when it is saved.

Tucked away, your pages and a single page, animated

Challenge

Journaling apps ask you to sit down and write, and most people stop within a week.

How I solved it

Take the writing away. One call a day asks the questions and turns your answers into a page, with no streaks to break, just a calendar that fills as you pick up. Inspired by Granola, the voice chat is turned into text in its own style: your words as a written page, not a transcript.

Next: Oia →

Oia

2025

ResearchProduct designBrand design

A luxury AI concierge for cosmetic surgery. No forms: patients talk to Oia, and she handles the rest.

heyoia.com >

The interface is the conversation. Her voice, knowledge and limits were designed as carefully as any screen.

Built with the Oia team

Image engine

We also built an image-processing engine. It reads what the patient hopes for, compares their photo uploads with it, and shows suitable results and example after-surgery photos.

Virtual clinic visit: the surgeon shows the treatment room on a video call

Challenge

Patients need to feel emotionally supported and genuinely safe, and that safety has to be real, not just reassuring words in a chat.

How I solved it

We studied patient journeys that had gone wrong and designed every step to prevent those failures, so safety is built into the service itself.

Next: Connectd →

Connectd

2024

Lead product design

A marketplace matching startups with the advisors and fractional leaders they need to grow. It launched three-sided, with investors too. My research showed why to drop them, and the leadership team agreed: it is now two-sided.

connectd.co >

Fewer sides, better matches: removing investors let the product focus on startups and advisors, and on trust between them.

Founder and advisor messaging on laptop and phone

Challenge

Three user types with different goals made the matching feel noisy. Onboarding and retention numbers were weak, and founders churned soon after signing up.

How I solved it

Research showed investors diluted the experience, so we cut to two sides and rebuilt onboarding around startup–advisor fit: an educational onboarding inspired by Airbnb, with ongoing in-product support.

Next: VCCP Good Works →

VCCP Good Works

Vitality · Pension Buddy · The Cambridge

Senior product designDesign systemsAccessibility

Health and finance platforms used by millions, made clearer and more accessible across three regulated brands.

Health and life insurance

Vitality

I improved Vitality’s design component library and made accessibility improvements across its adviser pages.

One shared component library, built to WCAG 2.1 AA, carried across every brand.

The Cambridge Building Society savings page

Brand · Design system

Pension Buddy

Brand and design system for Pension Buddy, from page templates to article pages.

Challenge

Three regulated brands, each with inconsistent components and pages that failed accessibility checks.

How I solved it

A shared component library built to WCAG 2.1 AA, rolled out across Vitality, Pension Buddy and The Cambridge.

Next: Experiential Design →

Experiential Design

2018 – 2019
Facebook · Spotify · IBM · Mazda

Experience designInteraction design

Physical and interactive experiences for global brands: installations, events and retail spaces, with stories visitors can experience.

Davos 2018
Installation

Facebook

A glass-paneled light installation for the atrium. Visitors played light animations across the frosted acrylic panels from a touchscreen kiosk below, each one telling a data story from Facebook.

Cannes Lions 2019
Interactive experience

Spotify

An AI playlist-name generator, inspired by Janelle Shane’s neural-network band names. Visitors answered a few questions and left with their playlist name printed on a T-shirt.

NRF 2020, New York
With George P Johnson

IBM Dreamstore

Visitors placed RFID-tagged ceramic objects on a reader, built their dream store on a touchscreen, and watched it come together on the display beside them.

2019
Touring brand experience

Mazda Experience

A touring pavilion that took visitors into Mazda’s world of craftsmanship and the human touch behind every car.

Challenge

Brands wanted people to remember a message after a crowded event, not just walk past a stand.

How I solved it

Physical, playful interactions: people touch, choose and take something home, so the brand story stays with them.

Next: Tinkfabrik →

Tinkfabrik

2011

Co-founderProduct strategyBrand design

A platform connecting designers and FMCG companies to solve sustainability challenges through co-creation. Runner-up at the MIT Business Plan Competition 2011, backed by Revo Capital and Hüsnü Özyeğin.

Press coverage with Hüsnü Özyeğin and Özcan Tahincioğlu

Built from zero: I led product strategy, launched the web app, defined the brand and grew a community of 1,100+ designers.

I managed in-house teams across UX, engineering, industrial design and QA, and built relationships with investors and brand partners.

Challenge

Designers had ideas for sustainability, and FMCG brands had the problems, but there was no way to bring them together.

How I solved it

A co-creation platform where brands post real challenges and a community of 1,100+ designers answers them.

Next: Journey Fertility →