About
Product designer and UX leader in Berlin, available as an embedded design partner. A decade leading design at HelloFresh and GetYourGuide, and most recently I built a cycling coaching app 0→1.
I'm a product designer and UX leader, currently based in Berlin. I've previously lived in Istanbul, Ankara, Malatya, Louisville, and San Francisco, and hopefully I'll keep adding to the list.
I spent the last 10 years in high-growth companies, mostly in leadership roles. At HelloFresh, I joined as the second designer and later became Head of UX, building the design organization from the ground up and leading it through rapid growth and IPO. At GetYourGuide, I worked as a Senior UX Manager, focusing on growth, retention, and design systems, and helping teams align on larger initiatives.
More recently, I wanted to get closer to the craft again and started my own company with an engineering partner who's also an avid cyclist — pretty essential when your product is a cycling coaching app. I built Steady from 0 to 1 across product, design, marketing, emails, and some frontend. It was very hands-on, and I really enjoyed building something from scratch.
Alongside that, I mentor designers, which taps into what I've always liked about leadership: helping people think through problems and grow in their careers.
Outside of work, I've been getting into mystery books, cooking more, and continuing my ongoing obsession with good food, which Berlin makes very easy. I also move a lot. Long walks, spinning, Pilates, strength — partly because I enjoy it and partly because it's the only reliable way I've found to quiet my head.
Partner with early-stage teams to own design end-to-end, from problem framing to shipped product. I lean on AI across design and build, moving from concept to working prototypes quickly so teams can feel a direction before committing to it.
Co-founded Steady, building and designing the product from the ground up.
Led UX for the Growth Product Group — audience growth, engagement, and the early discovery experience of travelers. Partnered with the Director of Product on strategy, grew the UX team, and secured resourcing for Compass, GetYourGuide's design system.
Led the design team across HelloFresh's digital platforms, growing it from 2 to 14 and setting up structures for career growth and quality of output. Sponsored retention experiments (+16% orders per customer) and a design system to lift designer and developer efficiency.
Worked on large-scale projects — the HelloFresh loyalty program, US wine club, and revamp of the account area. Led research across multiple markets and wove insights into the design workflow.
Sole interaction designer on Ziraat Bank's mobile app, and design lead on projects for clients like RBS and Visa. Ran user research and usability studies, and owned the design track on long- and short-term engagements.
Worked with PM, UI designer, developers, and meteorologists to ship site-wide weather alerts and lift sign-up rates for the PWS program.
Conceptualized new products and prototyped with Processing, Arduino, and Lego Mindstorms as part of Intel's future-technologies program.
Lead designer on exhibition stands, product displays, and event venues.
I work with teams as an embedded design partner. The founding designer for a team shaping a product, or the senior hire who builds out a design practice for a team past zero-to-one. I fill the design gap, build alongside the team, and hand it off when they're ready to take it on.
Shaping products
For founders and small teams shaping a product, I'll be the design and product partner.
Shaping teams
For teams further along, I take on fractional leadership.
I'm always happy to chat — about projects, design, managing design teams, or where our industry is headed.