Where Design Strategy Meets Business Decisions
YeTU DESIGN is the practice of Yesim Tohumcu,
a design strategist with 12+ years of experience
across physical products, digital platforms, and the space where both meet.
From industrial product design and IoT device development
to SaaS platforms and global e-commerce, everything connects where objects, interfaces, and journeys connect into one experience.
The biggest constraint in organisations is rarely a design problem.
It is a decision problem.
What leadership teams often lack is a shared direction:
a North Star, a clear design vision, a framework that connects
customer insight to business priorities.
Working hands-on with senior leaders at adidas Global E-commerce and
Bupa Acibadem Insurance, the focus is on defining design vision and principles,
leading discovery and North Star workshops,
building AI-integrated journey intelligence frameworks,
and aligning cross-functional teams around a common strategic direction.
This perspective is brought to the stage
as a conference speaker and workshop facilitator,
most recently at DDX Innovation & UX Conference in Munich and RAPPID 2026,
and to leadership teams through strategic advisory engagements.
YeTU DESIGN is the practice of Yesim Tohumcu,
a design strategist with 12+ years of experience
across physical products, digital platforms, and the space where both meet.
From industrial product design and IoT device development
to SaaS platforms and global e-commerce, everything connects where objects, interfaces, and journeys connect into one experience.
The biggest constraint in organisations is rarely a design problem.
It is a decision problem.
What leadership teams often lack is a shared direction:
a North Star, a clear design vision, a framework that connects
customer insight to business priorities.
Working hands-on with senior leaders at adidas Global E-commerce and
Bupa Acibadem Insurance, the focus is on defining design vision and principles,
leading discovery and North Star workshops,
building AI-integrated journey intelligence frameworks,
and aligning cross-functional teams around a common strategic direction.
This perspective is brought to the stage
as a conference speaker and workshop facilitator,
most recently at DDX Innovation & UX Conference in Munich and RAPPID 2026,
and to leadership teams through strategic advisory engagements.
Featured Projects
01
The Empty Cart design project reimagined a neglected touchpoint in adidas' global e-commerce journey; transforming a dead-end state into an AI-powered, personalised re-entry experience.
Through a combination of design strategy, user research, and cross-functional alignment, a North Star vision was defined that put continuity and relevance at the centre. By leveraging AI personalisation to tailor the experience to each user's history, intent, and style, the empty cart shifted from a conversion gap into a trust-building moment, at scale.
Through a combination of design strategy, user research, and cross-functional alignment, a North Star vision was defined that put continuity and relevance at the centre. By leveraging AI personalisation to tailor the experience to each user's history, intent, and style, the empty cart shifted from a conversion gap into a trust-building moment, at scale.
AI PERSONALISATION
adidas
International B.V.
International B.V.
02
Logo.cloud, the sales channel of Logo Software Cloud products, is a design project for marketplace website.
With the aim of redirecting all SaaS product websites of the company to logo.cloud, the visitors are able to find solution product and complete the purchase under one big umbrella. The design strategy is defined according to not only B2B customers needs, also the business KPIs of the brand.
With the aim of redirecting all SaaS product websites of the company to logo.cloud, the visitors are able to find solution product and complete the purchase under one big umbrella. The design strategy is defined according to not only B2B customers needs, also the business KPIs of the brand.
LOGO CLOUD
Logo
Software
Software
03
Sıcak Takip is the GPS tracker system of Domino's Pizza Turkey to provide real-time information about order delivery process on web and mobile app platforms.
The service is aiming to provide estimated delivery time and the geocode of carrier location on the map screen while the customers are waiting their orders.
The service is aiming to provide estimated delivery time and the geocode of carrier location on the map screen while the customers are waiting their orders.
SICAK TAKİP
DP Eurasia
N.V
N.V
Events
