Organisations
don't experience products.
People experience journeys.
Those journeys move continuously between
physical environments,
digital interfaces, AI systems and human interactions.
Design leadership should therefore optimise decisions,
not individual touchpoints.
don't experience products.
People experience journeys.
Those journeys move continuously between
physical environments,
digital interfaces, AI systems and human interactions.
Design leadership should therefore optimise decisions,
not individual touchpoints.
I help executive teams define the design vision behind products, services and customer experiences.
Over the past 12 years I have worked across industrial design, IoT, SaaS, AI systems and global
e-commerce, building a perspective that connects physical and digital experiences into one strategic ecosystem.
At adidas Global E-commerce and Bupa Acibadem Insurance,
I partnered with senior leaders to define North Stars, establish design principles, and align cross-functional teams around long-term customer outcomes.
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.
Over the past 12 years I have worked across industrial design, IoT, SaaS, AI systems and global
e-commerce, building a perspective that connects physical and digital experiences into one strategic ecosystem.
At adidas Global E-commerce and Bupa Acibadem Insurance,
I partnered with senior leaders to define North Stars, establish design principles, and align cross-functional teams around long-term customer outcomes.
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.
Trusted By
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.
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.
Services
Conferences & Talks
"Yesim's talk shifted my understanding of where design actually begins. The depth of strategic work that happens before a single design decision is made was a perspective I had not encountered framed so clearly before. The RACI matrix example was particularly striking, a concrete demonstration of how accountability structures shape design outcomes long before a team opens a design tool."
Product Professional
Advanced JS Amsterdam, 2025
Product Professional
Advanced JS Amsterdam, 2025
"An inspiring evening, Yesim's perspective on design strategy brought real clarity to a conversation our industry often overcomplicates. The kind of thinking that stays with you well after the room empties."
Participant
International Customer Experience Management Summit, Amsterdam 2025
Participant
International Customer Experience Management Summit, Amsterdam 2025
"
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"Yesim's talk reframed how we think about journey-centric design at the leadership level. The connection between AI-integrated intelligence and strategic decision-making was exactly the conversation our team needed. We have already started bringing some of those frameworks into our own ecosystem."
Conference attendee - Senior Digital Leader
DDX Innovation & UX Conference, Munich 2026
Conference attendee - Senior Digital Leader
DDX Innovation & UX Conference, Munich 2026
Featured Projects
01
Design Strategy · AI Personalisation · North Star Definition
A neglected touchpoint in adidas' global e-commerce journey, the empty cart state, was redesigned from a dead-end into an AI-powered re-entry experience.
Through design strategy, user research, and cross-functional alignment, a North Star vision was defined that put continuity and relevance at the centre. AI personalisation now tailors the experience to each user's history, intent, and context: turning a conversion gap into a trust-building moment, at scale.
A neglected touchpoint in adidas' global e-commerce journey, the empty cart state, was redesigned from a dead-end into an AI-powered re-entry experience.
Through design strategy, user research, and cross-functional alignment, a North Star vision was defined that put continuity and relevance at the centre. AI personalisation now tailors the experience to each user's history, intent, and context: turning a conversion gap into a trust-building moment, at scale.
Cart exit rate reduced from 40% to 30%
+4,000 incremental cart additions
+0.7% CVR uplift
+4,000 incremental cart additions
+0.7% CVR uplift
AI PERSONALISATION
adidas
International B.V.
International B.V.
02
Design Strategy · B2B UX · Conversion Architecture
A fragmented landscape of individual SaaS product websites was unified into a single marketplace: logo.cloud. The design strategy balanced B2B customer decision-making patterns with the company's commercial KPIs, creating a coherent path from product discovery to purchase across the full portfolio.
A fragmented landscape of individual SaaS product websites was unified into a single marketplace: logo.cloud. The design strategy balanced B2B customer decision-making patterns with the company's commercial KPIs, creating a coherent path from product discovery to purchase across the full portfolio.
Unified SaaS marketplace consolidating all product lines under one purchase journey
LOGO CLOUD
Logo
Software
Software
03
GPS Tracker UX · Service Design · Web and Mobile
Real-time order tracking for Domino's Turkey, bringing live delivery location and estimated arrival time into a single, clear experience across web and mobile. The project focused on reducing delivery anxiety and building trust at the most uncertain moment in the customer journey: the wait.
Real-time order tracking for Domino's Turkey, bringing live delivery location and estimated arrival time into a single, clear experience across web and mobile. The project focused on reducing delivery anxiety and building trust at the most uncertain moment in the customer journey: the wait.
12% improvement in post-purchase satisfaction scores
SICAK TAKİP
DP Eurasia
N.V
N.V
