Senior Product Designer with 8 years of experience building data-driven B2B, B2C, and B2E products from 0→1
Currently at Udemy, previously at Toptal and Careem (Uber)
Featured Projects
Increasing Number of Clients with One-Click Checkout at Careem
Company
Careem (sub-company of Uber) is a super app offering ride-hailing, food delivery, groceries, and payments services across more than 10 countries.
Role and Responsibilities
Design Direction
User Research
Illustration & Prototyping
Usability Testing
Overview
I created Careem’s checkout experience for e-commerce merchants to let end users check out with their saved payment methods and addresses. Working closely with engineering, PM, and reporting weekly to the CEO, we built a unified checkout that reduced friction for end users and shortened the overall transaction time, increasing adoption among new business partners.
Impact
Replaced multiple disconnected payment systems with a unified checkout solution
Increased the number of onboarded merchants
Reduced conversion time for merchants
Creating a scalable and customizable design system for FineDine
Company
FineDine is a global B2B platform that provides digital restaurant menu solutions.
Role & Responsibilities
Founding designer
User research & usability testing
Visual design & prototyping
Interim product management
Overview
Through analyzing 600+ customer support tickets and leading workshops with restaurant owners, waiters, and diners, I uncovered key usability gaps in onboarding, accessibility, and customization.
I then created a scalable design system that introduced a simplified 3-color model (down from 29), new accessibility features, and flexible layout templates to accommodate diverse restaurant needs. This system unified design across platforms and empowered non-technical users to create visually consistent menus faster.
Impact
Increased customer base from 700 → 1,000 in three months after launch
Reduced menu setup time and onboarding friction for new restaurants
Established FineDine’s first company-wide design system, improving design-dev velocity
Other Things I’m Proud of
Instructor experience at Udemy
As the sole designer on the Instructor Experience team, I led initiatives to improve how instructors understand and grow their teaching impact. I proposed and prototyped new dashboards, programs, and AI-assisted tools that redefined instructor engagement and content quality.
Highlights:
Designed a new Instructor Dashboard with actionable insights
Contributed to the Instructor Partner Program research and segmentation
Participated in Product Designer interviews to expand the team
Mentored the design intern through her internship period
Improving feedback culture in design meetings
In our distributed design team, feedback sessions often felt quiet and unstructured. I organized a workshop where designers reflected on both roles; presenter and audience.
From those insights, I introduced two presentation frameworks to clarify the purpose of each session. This small change increased participation, improved psychological safety, and made feedback discussions more focused and productive across the design org.
Working on the team communication in a remote workplace
Following the success of the feedback workshop, I proposed a new practice to make our remote culture feel more connected. Each week, team members shared short personal or work updates at the start of our all-hands meetings, helping everyone feel more present and human in a fully remote setup.
Over time, these updates evolved into an open document for sharing wins, challenges, and kudos asynchronously, fostering a stronger sense of belonging within the product design team.
Systemising Careem’s email communication
As different verticals joined Careem, the email communication for the user activities on the app got out of hand. I mapped out all our app emails for the seven verticals at Careem including ride hailing, food, and groceries. Creating a component library for emails was quite complex because of the limitations on HTML.
I created a scalable, HTML-friendly, and dark-mode compatible for different use cases of our verticals including payment failure, ride completion, order summary, etc.
Words from the people I’ve worked with
Dinem goes above and beyond helping the product team significantly in very busy times. She has really sharp and structured thinking to quickly grasp what needs to be done, aligns on next steps, and also takes initiative to help with the product definition when it's not clear. Really appreciate this partnership!
Christos Stamatelos
Director of Product
I collaborated with Dinem on a couple products as a product manager and it worked out very well. Her deliverables were of the highest quality and in full accordance with established at the company brand guidelines and the respective design system. She efficiently and proactively operated on an initiative even at the times when requirements weren't clearly defined on the side of product management and stakeholders - for that she dived deep into all the respective business aspects, enquiring all the necessary information from the other parties until she got a clear picture, which in addition to driving the initiative forward allowed her to instantly come up with a number of worthwhile product improvement ideas.
Yury Trofimenko
Senior Technical Product Manager
Working with Dinem has been an overwhelmingly positive experience and she possesses a collaborative spirit that truly stands out. She eagerly discusses various ideas and takes the initiative in showcasing and brainstorming necessary designs, which has been invaluable in refining the design needs of our project.
Dinem doesn't simply react to changes, she proactively adjusts and adapts to meet our immediate requirements. She shows an impressive level of flexibility, especially when there are sudden changes in the project's scope or direction. This ability to pivot quickly has made her invaluable to our work.
In a nutshell, our collaboration has been excellent. Dinem has played an instrumental role in propelling our project forward. Her contributions have been significant, and her can-do attitude makes her a joy to work with.
Daniel Jianu
Senior Front-end Engineer Coach
Dinem is doing a truly exceptional job. We worked on a project has no PM, specification is a bit messy and still she is able to understand everything and even suggest new features which work great with what we had in mind.
The quality of her work is amazing, you can really feel how it's all going to work; walking though Figma is like using a real app.
Lastly, the communication works really good － she is proactive, she reaches out to me, to dev team, makes sure that we move forward and there are no blockers.
It's pure pleasure to work with her on this project. She really brings it to the next level
Piotr Imbierowicz
Engineering Manager
Dinem is a passionate designer who likes to research and come up with options. She also is quick at taking feedback from fellow designers. Her sincerity and hardwork have led to an amazing 1-click checkout design.
Snegdha Gupta
Project Manager
More About Me ✨
I know it's a classic, but I love traveling. My most vivid memories are from my travels around the world. The pic above is from one of my favorite trips − Tbilisi, Georgia.
The picture above is from my first volunteering experience in Sicily, where me and my other volunteer friends hiked on Etna.
I love cats but I am unfortunately very allergic to them. I try to foster kittens when I have a chance until they find their forever home as kittens don't cause allergy as much as the adult cats. I've fostered four of them so far!
I designed a book cover for one of the top publishers of Turkey. I feel so proud to randomly see my work in bookshops.
I make illustrations on my free time and share it on my Instagram.
I own an Etsy shop where I used to sell my handcrafted silversmith jewelry and illustrations to over 27 counties.
Download my resume