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.
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.
Services
Trusted By
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
Unified SaaS marketplace consolidating all product lines under one purchase journey
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.
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.
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
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."
Conference Attendee
International Customer Experience Management Summit, Amsterdam 2025
Conference Attendee
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."
Participant - Senior Digital Leader
DDX Innovation & UX Conference, Munich 2026
Participant - Senior Digital Leader
DDX Innovation & UX Conference, Munich 2026
