The biggest challenge organisations face today
is not a lack of speed.
It is ambiguity.
In an era of agentic AI, the risk is no longer moving too slowly. The risk is moving fast
in the wrong direction.
Design leadership exists to set the right direction through transformation. Not to optimise short-term results or efficiency, but to define what the organisation is transforming toward, and why.
Physical or digital.
Human-led or AI-driven.
The ecosystem holds together
when the design vision does.
is not a lack of speed.
It is ambiguity.
In an era of agentic AI, the risk is no longer moving too slowly. The risk is moving fast
in the wrong direction.
Design leadership exists to set the right direction through transformation. Not to optimise short-term results or efficiency, but to define what the organisation is transforming toward, and why.
Physical or digital.
Human-led or AI-driven.
The ecosystem holds together
when the design vision does.
I support executive leadership in setting design direction through complex transformation.
Over 12 years, I have worked across industrial design, IoT, SaaS, and global e-commerce — building a perspective that connects physical products, digital ecosystems, and AI-powered journeys into one coherent strategic direction.
At adidas Global E-commerce and Bupa Acibadem Insurance, I partnered directly with senior and executive leaders to define North Stars of design vision, establish design principles, and align cross-functional teams around long-term business impact for navigating trade-offs between user needs, commercial priorities, and technical feasibility at scale.
I now bring this perspective to executive teams as a design advisor and to industry stages as a speaker, most recently at DDX Innovation & UX Conference in Germany and RAPPID 2026 in the Netherlands.
Over 12 years, I have worked across industrial design, IoT, SaaS, and global e-commerce — building a perspective that connects physical products, digital ecosystems, and AI-powered journeys into one coherent strategic direction.
At adidas Global E-commerce and Bupa Acibadem Insurance, I partnered directly with senior and executive leaders to define North Stars of design vision, establish design principles, and align cross-functional teams around long-term business impact for navigating trade-offs between user needs, commercial priorities, and technical feasibility at scale.
I now bring this perspective to executive teams as a design advisor and to industry stages as a speaker, most recently at DDX Innovation & UX Conference in Germany and RAPPID 2026 in the Netherlands.
Trusted By
Inspired by the local maxima / global maxima principle from optimisation and machine learning, the Design Vision Framework recognises that the right direction cannot be defined from the start. Discovery helps us reach the first peak, where the bigger opportunity becomes visible. Only then can we define a clear North Star and move with confidence.
Alignment before execution.
Vision before roadmap.
Principles before interfaces.
Journeys before touchpoints.
Agentic AI before automation.
The goal is to reach the connected ecosystem by making decisions in the right direction.
Alignment before execution.
Vision before roadmap.
Principles before interfaces.
Journeys before touchpoints.
Agentic AI before automation.
The goal is to reach the connected ecosystem by making decisions in the right direction.
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
