In an era of agentic AI,
the risk is no longer moving too slowly.
It is moving fast in the wrong direction.
Physical or digital.
Human-led or AI-driven.
The ecosystem holds together
when the design vision does.
the risk is no longer moving too slowly.
It is moving fast in the wrong direction.
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 my professional 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 my professional 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.
Get to Know Me
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 · Agentic Commerce · North Star Definition
A structural blind spot in adidas' e-commerce journey, the out-of-stock dead-end, was reframed from a demand loss point into an invisible, trusted extension of the adidas ecosystem. Through design strategy, journey mapping, and cross-functional alignment, a North Star vision was defined that put trust and continuity at the centre: turning inventory constraints into a single, seamless checkout experience, at scale.
A structural blind spot in adidas' e-commerce journey, the out-of-stock dead-end, was reframed from a demand loss point into an invisible, trusted extension of the adidas ecosystem. Through design strategy, journey mapping, and cross-functional alignment, a North Star vision was defined that put trust and continuity at the centre: turning inventory constraints into a single, seamless checkout experience, at scale.
North Star strategy for unified partner fulfilment
Reusable principles for future partner ecosystem
Foundation for adidas' channel-agnostic checkout direction
Reusable principles for future partner ecosystem
Foundation for adidas' channel-agnostic checkout direction
Partner Fulfilment
adidas
International B.V.
International B.V.
02
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.
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
